MKTG 313 Lecture Notes - Lecture 6: Movie Theater, Ad Council, Neuromarketing
Support Media - Lecture #6
OTHER TRADITIONAL SUPPORT MEDIA
There are numerous other traditional ways to promote products. Some are reviewed here.
Advertising in Movie Theaters
Another method of delivering a message that is increasing quickly (to the dismay of many) is the
use of movie theaters to promote products and/or services.
• Commercials shown before the film and previews, with both local and national
sponsorships, are now regularly shown in movie theaters.
• In addition, ads in theater lobbies, at kiosks, and on popcorn tubs and drink cups are
used. Automotive, food, and package-goods companies and regional and local
companies are just some of the product categories that find this medium attractive.
• The growth rate of the number of theaters showing a commercial before the movie has
increased steadily since the 1980s. Movie theater ad sales exceeded $716 million in
2015
• Consumer reaction to ads in movie theaters is mixed. A number of earlier stud- ies have
shown that most people think these ads are annoying or very annoying, although now
people may be becoming more used to them. The Cinema Advertising Council (CAC)
reported that 63 percent of moviegoers say they do not mind ads before the movie starts
Advantages of Movie Theater Advertising Movies provide a number of advantages to
advertisers, including the following:
Exposure. While the number of people attending movies declined slightly in 2015 the
audience continues to be substantial. Ticket sales were over $11 billion per year.
Emotional attachment. One report found that 41.5 percent of moviegoers say they
become emotionally attached to cinema ads and brands—more than the ads on the
broadcasts of the Super Bowl, Summer Olympics, World Series,or the Oscars. One
neuromarketing research study showed movie-ad viewers to be much more engaged
than those watching TV spots.
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