Boxoffice November 2016

MOBILE CINEMA
How a movie theater on wheels is helping redefine
movie marketing in the age of immersive cinema
THE BIG SCREEN IN THE BIG RIG
by Daniel Loria
n The spread of the multiplex concept
in Mexico revolutionized the exhibition
business in one of Latin America’s most
important markets. Perhaps most notably,
it tied the industry’s growth to the
development of shopping centers around
middle-class cities—riding a wave of
consumer spending in the wake of the
recovery from a debilitating financial
crisis. While large circuits like Cinépolis,
Cinemex, and Cinemark all focused on
expanding their reach in the country
throughout the late ’90s and early
aughts, the team at Cinetransformer saw
a different approach to capitalizing on
Mexico’s underscreened communities.
While mobile cinemas aren’t new in
the exhibition industry, Cinetransformer was born out of a
commitment to provide the closest possible alternative to a
movie theater. Rather than simply fitting a big screen inside a
trailer, Cinetransformer carefully conceived their experience
to have the feel of a movie theater that happens to be mobile,
incorporating traditional moviegoing elements like a lobby
area and concessions stand. “We took the cinema experience
directly to these rural communities with all the comfort of
a luxury cinema,” explains Cinetransformer chief operating
officer and founding partner, Raul Fernandez. Today, patrons
can count on some of their amenities, like stadium seating
and 3D and 4D screenings. According to Fernandez, a pair
of Cinetransformer staff members can set up the space and be
ready for exhibition within an hour.
Cinetransformer currently operates a fleet of 26 mobile
cinemas worldwide, with at least two maintained in the
U.S. at any given time. They’ve outfitted their vehicles with
top-of-the-line equipment, including Barco projectors; RealD
3D; screens from providers like Harkness, Stewart, and
Northview; seating from Mexico-based Mobiliario Seating;
JBL speakers and QSC amplifiers; and 4D integration
through Media Mation and ButtKicker.
While the company cut its teeth on rural Latin American
filmgoers with no easy access to cinemas, it has since grown
to serve a variety of different sectors that benefit from the
quality of its presentation. The standard cinema configuration
of a Cinetransformer has 91 seats, while 4D and showroom
configurations (for interactive presentations) can seat up to
45. A host of top brands have counted on Cinetransformer
for major product releases, as have companies that screen
educational content for employees. Film festivals, attracted to
the ease of adding screens within a single location, have also
shown interest in the company.
Cinetransformer has also grained traction from television
networks and film studios looking to offer engaging and
immersive marketing opportunities to audiences nationwide.
What better than a mobile cinema to reach audiences?
Earlier this year, Warner Bros. enlisted Cinetransformer to
provide filmgoers a taste of San Andreas in the buildup to
the film’s release. Star Dwayne “The Rock” Johnson was so
impressed with Cinetransformer’s presentation that he took
to Twitter and Instagram to tell his millions of followers
about the marketing campaign. An effects-driven film
like San Andreas, which can drum up additional interest
through 3D and immersive seating screenings, can benefit
greatly from having viewers get a taste of its immersive
experience—a marketing angle that trailers alone aren’t able
to fully exploit. Cinetransformer promoted San Andreas
across its fleet, giving the film an international experiential
marketing tour across North and South America and Europe.
The movie went on to gross $150 million domestically and
$470 million worldwide.
“Cinetransformer provides a unique mobile experiential
marketing solution that allows the studios to take their
films directly to the people by creating cross-country movie
preview tours,” explains Michael Pine, VP of business
development. “Studios have capitalized on experiential
marketing with Cinetransformer while combining traditional
social media marketing.”
As the film industry continues to focus on overseas
markets, Cinetransformer is prepared to follow suit. European
vehicle regulations require modifications to Cinetransformer’s
patented system, a minor hurdle that the company has
already addressed. Expansion in Asia continues to be on their
agenda, and the company has expressed interest in exploring
bourgeoning markets in the Middle East and Africa. As long
as there’s a road and an audience, Cinetransformer is ready to
help drive audiences back to the cinema. n
IntegraSV operates more
than 23 Cinetransformer
units throughout the
U.S., Mexico, and Brazil
for experiential mobile
marketing tours and
events for the most
recognized brands.
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