What is 'new' in cinema news these days?

There is plenty of exciting news in cinema both from the consumer's perspective and as an advertiser.

For cinemagoers themselves, there has never been such an exciting period of new technology and innovation in the film product. Recent releases such as the visually astonishing 300 prove how creative the medium is and consequently audiences view cinema as the entertainment medium. The recent announcement by Titanic director James Cameron that his forthcoming Avatar epic will be entirely shot in a new 3-D format further validates this.

For advertisers, cinema is an ever-growing platform offering new ways to fulfil their marketing and creative objectives. The advent of Sponsorship and Promotions (such as live advertising, sampling, posters, experiential media, etc.) ensures it is a growing part of our business and we look forward to more and more advertisers utilising this exciting and effective platform.

Please also see our Digital question.

You can download films over the internet now, while home entertainment systems are becoming more sophisticated – do you think watching films will end up being an at-home leisure pursuit?

The activity of downloading films online is still very much in its infancy and this, together with any improvements in home entertainment systems, still cannot match the uniquely powerful environment of the cinema. With visual and audio capabilities found nowhere else, cinema provides the greatest impact for audiences enjoying the film and advertisers talking to consumers.

Additionally, we know audiences take great pleasure in experiencing the buzz of movies being released every Friday at cinemas. According to this year's FAME survey, cinema remains the favourite leisure activity in the UK (compared to both at-home and outside-of-home activities).

One only has to look at the huge column inches new releases generate in the press to realise that watching new films is still valued as a public event – as opposed a private one.

"Sky shows live football but that doesn't mean people won't go to live matches. It's the same with the relationship between the small screen and cinema"

Nicolette Homes, Commercial Director, Carlton Screen Advertising

How common will live transmissions of events in cinemas be in the future?

In recent years, screenings of live events have proven to be very popular. Both transmissions of the World Cup and Metropolitan Opera from New York have attracted large and valuable audiences.

We anticipate these events will become more frequent but there will be certain limitations – for example exhibitors will need to factor in the cost of publicity required.

Overall though, we see live transmissions as further proof of cinema evolving and meeting audiences' growing needs.

What does Digital actually mean for cinema? When will cinema be fully digital?

In a nutshell, the roll-out of digital screens in cinemas will happen gradually. Currently there are 320 digital screens in the UK this year, with 530 expected next year and by 2010 we anticipate digital will make up 30% of UK cinema screens. This figure is way ahead of Western Europe forecasts.

The benefits of Digital for advertisers and the cinema industry are clear:

• Lower print and distribution costs
• Easier release of 3D film products
• Helps fight piracy (improved security)
• Allows day/date release patterns
• Consistent high quality image on screen
• Potential new sources of revenue

All in all, Digital is an exciting force of change in the medium of cinema and has the potential to play an integral part in the re-invigoration of our industry.

Does cinema ever use formats other than on-screen spot advertising?

It is a misconception to believe that cinema advertising only consists of the traditional 60 second on-screen spot. This is not to devalue however this highly valuable platform which is still one of the most powerful, impactful and engaging methods of advertising in existence.

There are many other advertising channels outside of the cinema auditorium, many of which provide Sponsorship and Promotions solutions. Advertisers frequently make use of sampling, 6-sheet posters, standees, ticket backs, texting, events and popcorn boxes as solutions to their marketing objectives. Additionally, we offer live advertising (literally that) and branded content opportunities with the re-emergence of the short film.

Who decides if an ad is good enough to air on cinema?

It isn't a case of an ad being 'good enough' to be shown at the cinema at all.

The CAA is a trade association of cinema advertising sales contractors operating in the UK. Its primary functions are to promote, monitor and maintain standards of cinema advertising, including pre-vetting all cinema commercials to ensure conformity with the British Codes of Advertising, Sales promotion and Direct Marketing (CAP Code); this includes the Advertising Standards Authority for Ireland. All cinema commercials are cleared by the CAA copy panel.

For more info, please see our CAA page.

Media owners are increasingly offering cross-platform solutions – where do you stand in this debate?

Due to S&P, we ARE a cross-media platform providing integrated marketing solutions under one roof.