The Cinema Advertising Council, the trade association of cinema advertising companies that represent 82% of U.S. movie screens, unveiled the results of a research study conducted on behalf of its members by Integrated Media Measurement Inc., provider of consumer behavior and audience exposure data to media companies and advertisers. According to the study, the results of a combined television and cinema ad campaign more than doubled the conversion rate as compared to television alone. The combined cinema-television buy also provided double the lift; extended incremental reach; and the ability to target key demographics including ‘ad-avoiders.’
Some advertisers and marketing specialists believe that the period of the silver screen is finishing and most people lose interest in going to the cinema. I believe there are various opinions about this issue. Some pessimistic views say nowadays, the era of many things like silver screen, tape recorder, walkman, ordinary TV sets, analog satellite …etc. are coming to an end and we will have to replace them with completely different hi-tech instruments. They usually say that we have to renew our life with new technological achievements and ignore before. In contrast, there is an optimistic view and I personally prefer it! This view believes in improvement process not elimination or extinction... .
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