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Silver Spot
• A premium communication message that runs before the trailers, the Silver Spot offers brands the opportunity to become an established part of the cinema experience. The creative can run either as a sponsorship, short film or creative trailer.
• Click here for a montage of recent Silver Spot creative to grace cinema screens.
Case studies: North West Development Agency, Palmolive Soft & Gentle, Canon
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Gold Spot
• As the last commercial message before the main feature begins, the Gold Spot has been described as “The most valuable few seconds in cinema advertising” (Media Week). Orange has had a long association with the Gold Spot via the Orange Film Board creative which has starred celebrities from Patrick Swayze to Snoop Dogg.
• Volkswagon currently holds the Gold Spot position in Independent Cinemas with the ‘See Films Differently’ creative, which challenges cinemagoers to look at films from a different angle. The Gold Spot is also available to run before Family Films.
Case studies: Volkswagen
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Pre-reel Content
• Designed to add to the cinema experience, pre-reel content can be created by a brand or sourced by CSA in the form of short films or film star interviews.
• With 83% of cinemagoers regularly arriving in time to watch the advertising reel, advertisers have the chance to provide an entertaining addition to the cinema programme (CAVIAR 23, 2006).
Case studies: Cartoon Network
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Live Ads
• A performance of live theatre by actors in the cinema auditorium creates impact through the interruption of usual programming. The live show brings brands to life and encourages interaction with the cinema audience.
• Live theatre advertising is unique to cinema and results in extremely high word-of-mouth coverage, with an average of 40% of the audience telling five or more people about the experience (CSA/Dipsticks Research, 2004).
Case studies: Nintendo Wii, Lucozade, Volvo
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Film Season
• Advertisers have the opportunity to sponsor a film season and tailor the film product and genre to suit their audience, e.g. Adventure Film Season brought to you by Land Rover.
• Past films can be re-released in the format they were originally made for and thus previous seasons have proved incredibly popular with cinemagoers.
Case studies: Ford Focus, Palmolive Soft & Gentle
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Interactive Gaming
• Thanks to advancements in digital technology, live in-cinema gaming is now a reality in UK cinemas.
• The first ever live in-cinema game was launched by CSA in October 2007 for Volvo. Audiences in 12 Cineworld sites become human joysticks, waving their arms in the air to guide the new Volvo XC70 car around large-scale driving terrain, collecting various items and passengers along the way. Each regional audience combined efforts to score the most points in the virtual course, while their performance was monitored on a live scoreboard. The campaign won two Silver Medals at the 2008 NY Festivals Innovative Advertising Awards.
• CSA can develop bespoke in-cinema games and interactive events to suit an individual brand.
Case studies: Volvo
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Film Preview Sponsorship
• Film preview sponsorship allows an advertiser to have their creative run solo in the advertising reel, with the option of a sponsorship credit to follow and supporting foyer activity.
• As the only ad to run before the trailers, the opportunity offers exceptional cut through for a brand, as evidenced by Renault who have successfully sponsored adult previews for over three years. Brands can tap into a great line up of critically acclaimed films, ranging from blockbusters to family films.
Case studies: Renault
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Live Screenings
• Live screenings extend the reach of existing events from around the world and showcase them in unparalleled sound and vision. Brands can become associated with a range of content such as sport, music and theatre, which has both mass and niche appeal.
Case studies: Nike
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Cinema Property Sponsorship
• By sponsoring an existing Cinema Property such as Odeon Director’s Chair or Picturehouse Big Scream, brands can become associated with a specific range of genres and audiences, from kids and family films to arthouse and senior screen.
• Sponsoring a permanent film fixture leads to a strong alliance between a brand and the whole cinema offering.
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Supporting Activity
In addition, brands can make full use of the cinema environment by supporting on-screen activity with foyer standees, counter cards, quad posters and printed ticket backs. See our Off-Screen section for more details.
For more information, or to discuss any ideas you have, contact the Creative Solutions team on +44 207 534 6363. |