This document discusses how cinema can provide a sense of place for audiences and impact their emotions. It contains the following key points: 1. Cinema can effectively provide a sense of place for viewers, as shown through the way locations become characters that shape the tone and themes of movies like Midnight in Paris, Gravity, The Life of Pi, and The Hurt Locker. 2. Research found that movie theater audiences experience more positive emotions like happiness and excitement compared to other media like TV, radio and online platforms. Theatergoers also feel less bored and are more attentive. 3. Market research with biometrics showed that films elicited stronger emotional responses like love when viewed in a cinema compared to

1. Marketing The Value of Place in Media and
How Its Impact Affects Audiences
1

2. 5 Key Elements that Define a “Sense of Place”
1. Mediates our relationship with the world and with each other.
2. It provides a profoundly important foundation for individual
and community identity.
3. It can be an intimate, deeply personal experience yet also
something which we share with others.
4. It is at once recognizable but never constant.
5. It is embodied in the flux between familiarity and difference.
Making Sense of Place: Multidisciplinary Perspectives
Edited by Ian Convery, Edited by Gerard Corsane, Edited by Peter Davis

3. 3
Cinema Can Provide a “Sense of Place”
Location often “plays” a character in movies
• The romance in Wood Allen’s “Midnight in Paris”.
• The loneliness of space in “Gravity.”
• The severity of nature in “The Life of Pi.”
• The random insanity of war in “The Hurt Locker.”
• The terror inside the townhouse of “The Exorcist.”

4. 4

5. Happy 62% 51% 52% 41% 45% 39%
Excited 29% 18% 18% 12% 18% 8%
Interested 23% 16% 9% 15% 11% 16%
Hopeful 14% 16% 17% 12% 12% 12%
Confident 6% 18% 18% 13% 14% 14%
Loving 5% 11% 8% 5% 9% 8%
Relieved 3% 6% 6% 4% 5% 5%
Movie Theater Live TV AM/FM Radio Internet via PC Mobile Web/App Print
Are Theaters The Happiest
Media Places on Earth?
Consumers Think So!
Published: September 15, 2013
Compared To Other Media,
People Are Happiest At The Cinema

7. 37%
32%
44%
29% 32% 31%
60%
40%
20%
0%
Movie
Theater
Live TV AM/FM
Radio
Internet
via PC
Mobile
Web/App
Print
% of Media Time Spent – Avg. Fri-Sun
Alert
0.1%
3%
3%
4%
5%
2%
6%
4%
2%
0%
Movie
Theater
Live TV AM/FM
Radio
Internet via
PC
Mobile
Web/App
Print
% of Media Time Spent – Avg. Fri-Sun
Bored
7
Audiences Are More Attentive While At Movie Theaters
Less time spent feeling Bored, More time spent being Alert
Source: USA TouchPoints, 2013

8. 8

9. Measuring Emotional Engagement Via Biometrics
When an emotional response is generated in the emotional centers of our brain, we
experience that emotion in our bodies through the autonomic nervous system.
Skin Conductance Heart Rate Breathing Motion
“My skin tingles with
anticipation.”
“My heart leaps
with joy.”
“It takes my
breath away.”
“It moves me.”
Biometric
Belt

10. 10

11. 11

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“…marketing organizations must begin to understand the
elusive yet decisive force of emotion; any significant and
lasting improvement in ROI for brand-equity development
depends on it.“
- Bob Woodard, EVP-Advertising Effectiveness for the ARF.
From:

13. Pre-cognitive measurement

14. NON-CONSCIOUS CONSCIOUS
A state of
feeling
An emotion colored
in by memory
A state of
emotion
Physiological response
triggered and executed non-consciously
A state of feeling
made conscious
Private, mental experience
of an emotion

15. The Goals of the Creative
MAKE THEM
FEEL
Love is connecting with family and loved ones.
These everyday, natural moments of
connection create a sense of companionship
that is comfortable and long-term.
These moments happen over Blend 43.
AND
TEACH
THEM THAT
+
Overall Taste of the Coffee
is a brand you would be
proud to offer others

17. Animatic 60 sec – Nescafe Blend 43 (n=451)
Creative 60 sec – Nescafe Blend 43 (n=426)
Note: (*) indicates non-significant drivers.

18. Calibration of Cinema vs. At Home
US (12% Emotional Uplift)
USA - At Home (n=153) USA - In Cinema (n=260)
6.85 6.35 5.90
6.31 5.89
5.18
6.37
5.13
7.05
0.90 1.22 1.43 1.13 1.35 1.51 1.39 1.61
10
8
6
4
2
10
8
6
4
2
0
Anger Sadness Anxiety Shame
6.25
0
Surprise Happiness Love Pride Contentment

19. Elicitation of Emotions:
Cinema vs. At Home
USA – Original Calibration
• Note: (*) indicates non-significant drivers. Significance testing was conducted between USA – At Home (Creative) and USA – In
Cinema (Creative) at 95% of confidence. indicates a significant difference.
3 x higher
- Love elicitation.
USA – In Home (Creative) (n=153)
USA – In Cinema (Creative) (n=260)

20. Elicitation of Emotions:
Cinema vs. At Home
• N
o
t
e
6 x higher
- Love elicitation.
USA – In Home (Creative) (n=153)
USA – Recalibration USA – In Cinema (Creative) (n=260)
Note: (*) indicates non-significant drivers. Significance testing was conducted between USA – At Home (Creative) and USA – In Cinema
(Creative) at 95% of confidence. indicates a significant difference.
USA only (Creative) - Male
USA only (Creative) - Female

21. BUSINESS OUTCOMES (CONTESTABLE LOYALTY)
USA
At Home (USA) In Cinema (USA)
49%
45%
21%
23%
30%
32%
5.49
5.49
Contestable
Loyalty - to
choose to buy
Contestable
Loyalty - to
choose to drink
0 to 5 6 to 7 8 to 10
36%
38%
33%
32%
31%
30%
6.22
6.27
0 to 5 6 to 7 8 to 10
Note: Significance testing was conducted between At Home (USA) and In Cinema (USA) at the 95% level of
confidence. Blue indicates that the In Cinema (USA) result was significantly higher than the At Home (USA) result.

22. BUSINESS OUTCOMES (FIRST CHOICE)
USA
At Home (USA) In Cinema (USA)
55%
54%
21%
21%
24%
25%
4.87
4.77
First Choice
to buy
First Choice
to drink
0 to 5 6 to 7 8 to 10
46%
50%
34%
26%
20%
24%
5.61
5.50
0 to 5 6 to 7 8 to 10
Note: Significance testing was conducted between At Home (USA) and In Cinema (USA) at the 95% level of
confidence. Blue indicates that the In Cinema (USA) result was significantly higher than the At Home (USA) result.

23. Emotional Engagement vs.
Rational Judgment
“The essential difference between
emotion and reason is that
emotion leads to action while
reason leads to conclusions.”
- Donald B. Calne, Neurologist and Author of
Within Reason: Rationality and Human Behavior

24. …”emotion leads to action”…
0.93 MASTERBRAND
0.78 DENOMINATORS
BRAND CHOICE
QUALITY
FEELINGS
DISCRETE EMOTIONS
THOUGHTS
VALUE FOR MONEY
PRICE
NIELSENCUP SHARE
Surprise
Happiness
Love
Sadness
Anxiety
Shame
Pride
Contentment
Anger
PERFORMANCE REPUTATION
Strong correlation between
Prophecy brand performance
and
Nielsen share of cups consumed

25. 25
Brand Strength is
Correlated to
Brand Share
From Wave I to Wave II
of their Ad Campaign,
Blend 43 Saw a 17% in
Brand Strength
23%
Brand Strength Changes
Blend 43
26%
17%
27%
29%
24%
Overall Rationale Emotional
Wave I Wave II

26. Thank You
for
Your Kind Attention
26