Recently there have been a lot of discussions of which type of cinema ads are the best, 30 seconds versus 60 seconds ads, and why would it be better for a particular audience. They have spoken to a mixture of male and females aged around 15-54 from different regions of the country with a mixed preference of film genres. I have learnt that you should identify the key components of successful cinema ads, such as Subway ad which is 30 seconds long. You mush use different techniques to attract the audiences to make an impact at them as well as to enjoy. Cinema ads are seen as the most creative, entertaining and innovate ads of all. These are the comments made by some of the audiences ““much more memorable” “more entertaining than the dross that gets on the TV” “they try to impress more” “seem to have less stringent constraints on time and content”
The four elements of cinema ads are Visual, Sound, Pizzazz and Length.
Visual: consumers notice when cinema ads make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays
• Sony Bravia : Balls and Paint
• “I first saw this at the cinema and it had a big impact on me, when the screen is big you can see it all in so much more detail”
• Coca Cola: Vending Machine Factory
“It’s really cinematic and creative; it looks great on the big screen”
Sound: he surrounds sound and booming bass are key parts of the cinema experience and the best ads use these to the max
“Taking advantage of the surround sound is a must”
“A great soundtrack is a bonus to any ad but when you hear it in the cinema it sounds so much more exciting”
Part of feeling immersed and absorbed in a really great ad can be largely down to the use of sound
Pizzazz: unsurprisingly, the expense of a cinema visit creates high expectations for the experience – including the ads. It's essential that they tap into the mood and mindset of cinema goers “cinema ads should be special and different - a touch different to the TV versions ideally”
Lenghts: Reactions to the 60sec ads were consistently more positive than to the 30sec ads “I liked it most, mainly because it's longer than the other ads we've seen so far”
The 60s ads were more engaging from beginning to end
A better sense of ‘story' - “the longer ones seem to build more of a climax – you don't get that with the shorter ones”
The story line was better understood and remembered more accurately for the 60sec ads, indicating higher levels of engagement
Consumers took a more complex level of messaging from the 60sec ads than from the 30sec ads
The 60sec ads had greater levels of claimed talk ability
The 60sec ads had a more positive effect on perceptions of brand image and potential consideration than the 30sec ads that we showed
The image below shows favourite film genres by males and females in different regions. It shows that most of then do like comedy and action thriller as their favourite genres which is our film trailer is based on.
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