Deluxe Adds Mobile To Movies, Brings Local Content To Cinema Lobbies
Deluxe Media Management, which specializes in advertising and marketing distribution services for the entertainment industry, has partnered with Cinema Scene Marketing, a theatrical marketing company, and BluePod Media North America to introduce a new location-based mobile content and marketing program for movie theaters around the country.
The mobile marketing platform provides an interface that allows users of smartphones, feature phones and gaming systems to engage with advertisers via Bluetooth and WiFi. Content and advertising options include videos, wallpapers, apps and calendar reminders, all of which can be integrated with messages appearing on Cinema Scene’s Lobby Digital Media Network.
Cinema Scene’s lobby network includes 350 digital displays in 120 theater locations throughout the nation’s top 25 DMAs, and carries the company’s flagship TrailerVision cinema advertising product.
A number of cinema advertisers are using mobile capabilities to target moviegoers with more engaging content and promotional offerings.
Last week, National Cinemedia launched a new vertical mobile ad network targeting on-the-go movie patrons in partnership with Mobile Theory.
“The Mobile Movies Network,” operated by NCM Media Networks, includes both mobile sites and apps targeting key audience segments at the local city and DMA level, with additional segmentation available based on handset and device, carrier and daypart targeting. It also includes a new mobile ad product called Tap2 -- a mobile banner that expands when the user taps it to reveal response mechanisms, including a video player, a map to nearby retail locations, or coupons and promotional codes.
NCM’s “Movie Night Out” mobile app, launched earlier this year, has already been downloaded over 1 million times, per the company.
The cinema ad business has experienced something of a boom in recent years, despite adverse economic conditions, thanks to increased digital distribution of pre-show ads and integration of mobile and digital out-of-home components reaching moviegoers in lobbies and elsewhere. Cinema advertising is also benefiting from fairly strong ticket sales: in the third quarter of 2011, total ticket sales increased 11.4% compared to the same period in the previous year, to $2.54 billion, according to IMDb, although this may reflect higher ticket prices.
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