Record year for film promotions
Friday, 23 July 2010
With the Film Council announcing a record year at the UK box office last year, there are also signs of a bumper year for promotions linked to hit films,
In 2009, UK cinemas recorded takings of £944m, with the highest admissions since 2002 at 173.5m.
David Pearson, director of promotions specialist Filmology, said: “The continuing popularity and success at the box office has added a new momentum to interest in all types of cinema promotions, from film and brand tie-ins to cinema ticket offers.
"Brand owners have recognised the high level of interest that Film Council statistics have confirmed and are capitalising upon it. "
Promotions, such as free cinema tickets given away on-pack, sampling activity or bounce-back campaigns where customers are encouraged to test the product in return for free cinema tickets in the future are all popular.
One of the main reasons for this growth in admissions is the emergence of 3D cinema. Avatar, Harry Potter and the Half-Blood Prince, and Ice Age III were the three most popular films in UK cinemas in 2009.
Pearson added: “The new films premiering this year have generated confidence in 2010 as another excellent year in prospect. We’ve already seen the launch of Shrek 3, Toy Story 3, Sex And The City 2, the latest Iron Man movie and the new Twilight Eclipse.
"The future looks incredible too and we are looking forward to films like Tron and Narnia in 2010 and an exciting slate for 2011 including Thor, Pirates of the Caribbean 4, Transformers 3, Cars 2, Bond 23, Mission Impossible 4, a new Bridget Jones film and the last in the Harry Potter series."
Filmology has now issued more than 1.5m cinema vouchers as incentive rewards. “Film and cinema based promotions remain amongst the most effective and popular types of sales promotion in the UK due to their widespread accessibility, universal appeal and the popularity of the medium," said Pearson.
"They also offer the added experiential value that is associated with watching the latest blockbuster on the big screen. What’s more, what other campaign offers a reward that changes every week?”
(Pictured: Toy Story 3, copyright Disney/Pixar)
