Cinema City Multiplexes Romania

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Cinema City Multiplexes Romania

  1. 2. Summary 01 – About NAM 02 – Cinema market 03 – Research 04 – Products 05 – The Worlds crisis vs cinema market 0 6 – Repertory
  2. 3. Who we are? Multiplex sales house in Poland, Hungary, Romania and Czech Republic. The only and exclusive sales house in the chain of The only representative of film distributor - Forum Film
  3. 4. Our cinemas 406 screens in Pol and 43 screens in Czech Republic 30 screens in R omania 109 screens in Hungary 588 screens in Europe
  4. 5. Our cinemas Most of the New Age Media cinemas are located in the shopping centers .
  5. 6. Audience All NAM Romania cinemas receive monthly (average) 109 thousand cinema-goers* *Attendance in the last trimester of 2008
  6. 7. Target group <ul><li>Cinema-goers: </li></ul><ul><li>Susceptible to adverts </li></ul><ul><li>Appreciate the value of brand </li></ul><ul><li>Follow the trends </li></ul><ul><li>Watch less TV </li></ul><ul><li>Opinion leaders </li></ul><ul><li>High self-esteem of the financial situation </li></ul>source: TGI SMG/KRC, 2007 Multiplex-goers Population 15+
  7. 8. Target group Socio-professional groups source: TGI SMG/KRC, April 2007 – may 2008 multiplex goers – selected groups in population Affinity = 133% 145% 129% 208%
  8. 9. Target group Groups based on the education level Multiplex goers – selected groups in population source: TGI SMG/KRC, May 2008 Affinity = 227% 178% 229% 189%
  9. 10. Target group Self-esteem of financial situation Multiplex goers – selected groups in population Source : TGI SMG/KRC, May 2008 Affinity = 186%
  10. 11. Change in consumers behaviours <ul><li>Zapping – avoiding advertising blocks in TV </li></ul><ul><ul><li>Active avoidance of mediums with saturation of adverts </li></ul></ul><ul><ul><li>Less consumption of traditional medias , espacially within young people from the cities . </li></ul></ul>
  11. 12. Change in consumers behaviours <ul><li>Multitasking: </li></ul><ul><ul><li>using number of medias at the same time . </li></ul></ul><ul><ul><li>using mobile technologies. </li></ul></ul>
  12. 13. Reaching by all senses
  13. 14. Reaching by all senses TV press outdoor radio cinema       
  14. 15. Engagement low involvement processing high involvement processing
  15. 16. Recalling Beta is the percentage of individuals who recall the ad after the first contact in the given medium Results represent the average recall ratio obtained in surveys run by Morgensztern since seventees Cinema has the best recall ratio in comparison to other ATL media * for French market updated in 2003 Beta coefficient according to A. Morgensztern*
  16. 17. Recalling Case study: Danone Fantasia – TV vs cinema Ad recall Correct brand association Ad recall after 6 contacts on TV Ad recall after 6 contacts on TV and 1 contact in cinema Source: Cinema advertising effectivness test Danone Fantazja, Media Lab, July 2004. Face-to-face interviews. Target: Women 20-44, big cities inh. N = 600
  17. 18. The World ’ s crisis vs. the Cinema Advertising The cinema fulfills the specific need of a human being – a run away from reality and experiencing other emotions that in the real world. This atribute favors good results during the crisis. In spite of a sign of a world recession cinemas around the world are doing very well. Advertisers looking for a secure investment during the crisis try to invest in cinema advertising
  18. 19. Facts USA : A record income from cinema advertising (an increase of 18,5% in 2007). Poland: A following record of multiplex attendance in Poland (24 milions admission from January to October 2008). Great Britain: Historical record of box office sales in Great Britain in year 2008.
  19. 20. Example of Great Britain Comparison of the cinema attendance with the economic condition form the 70s up till 2007: The first oil crisis The second oil crisis The crisis of the Persian gulf Cinema attendance in Great Britain D ecline (VHS became popular ) B oom (the era of the multiplex) Source: BFI, CAA, Nielsen EDI, Screen Finance.
  20. 21. Example of Great Britain <ul><li>During the past four decades we can distinguish two strong trends having an affect on the cinema market in Great Britain: </li></ul><ul><li>Decrease of the cinema popularity in the 70s and 80s. </li></ul><ul><li>Renaissance of the cinema due to the multiplex es . </li></ul>Both Trends influenced the cinema market independently from the economic juncture of the country.
  21. 22. Example of Poland The audience in the Polish cinemas from 1992 until 2007 Source: GUS, boxoffice.pl
  22. 23. Example of Poland The a udience in the Polish cinemas and the GDP: Source: GUS, boxoffice.pl
  23. 24. Example of Poland In1992 – 2007 the macro economic factor had no influence on the cinema audience in the Polish cinemas. During the recessesion in 2001 the Polish cinemas recorded a 40 percent growth of audience.
  24. 25. Conclusions The audience in the cinemas has its own cycle relatively independent from the econom y factors <ul><li>Cinema audience is influenced by factors such as: </li></ul><ul><li>Cinema type (multiplex , single screen cinema, art cinema ) ; </li></ul><ul><li>I nfrastructure (cinema accessibility) ; </li></ul><ul><li>The movies repertoire ; </li></ul><ul><li>Marketing and promotion of the cinema ; </li></ul><ul><li>O perators as well as distributors. </li></ul>
  25. 26. What about the Advertisers? During a strong recession Great Britain’s cinemas turned out to be the only media which recorded an increase from advertisement in 2008. January-July 2007 / January-July 2008, source: Nielsen
  26. 27. Hits of 2009 „ BRIDE WARS ” PREMIERE: February the 13 th A romantic comedy about two best friends that are becoming enemies because they are planning their weddings and the same day. The most interesting propositions for the first semester of 2009
  27. 28. Hits of 2009 „ PINK PANTHER 2 ” PREMIERE: February the 13 th Inspector Jacques Clouseau teams up with a squad of International detectives who are just as bumbling as he is. Their mission: Stop a globe-trotting thief who specializes in stealing historical artifacts. The most interesting propositions for the first semester of 2009
  28. 29. Hits of 2009 „ THE CURIOUS CASE OF BENJAMIN BUTTON ” PREMIERE: February the 20 th &quot;I was born under unusual circumstances.&quot; And so begins 'The Curious Case of Benjamin Button,' adapted from the 1920s story by F. Scott Fitzgerald about a man who is born in his eighties and ages backwards: a man, like any of us, who is unable to stop time. Benjamin Button is a grand tale of a not-so-ordinary man and the people and places he discovers along the way, the loves he finds, the joys of life and the sadness of death, and what lasts beyond time. The most interesting propositions for the first semester of 2009
  29. 30. Hits of 2009 „ C ONFESSIONS OF A SHOPAHOLIC ” PREMIER E : May the 3 rd A college grad lands a job as a financial journalist in New York City to support where she nurtures her shopping addiction and falls for a wealthy entrepreneur. Based on the novel &quot;Confessions of a Shopaholic&quot; by Sophie Kinsella. The most interesting propositions for the first semester of 2009
  30. 31. Hits of 2009 „ FAST AND FURIOUS 4 ” PREMIERE: May the 3 rd Vin Diesel and Paul Walker reteam for the ultimate chapter of the franchise built on speed -- &quot;Fast and Furious.&quot; Heading back to the streets where it all began, they rejoin Michelle Rodriguez and Jordana Brewster to blast muscle, tuner and exotic cars across Los Angeles and floor through the Mexican desert in the new high-octane action-thriller. The most interesting propositions for the first semester of 2009
  31. 32. Thank You, New Age Media Romania

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