Boxoffice - October 2016

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VENDOR CHAT > CINEMA ADVERTISING STANDING OUT I believe we offer a very balanced show. We have a great local presence in most of our markets and I believe that is important. An all-national show could alienate a small or midsize market so we focus on getting good local representation in each market we serve. People that own these small businesses really light up when they say, “People come up to me all of the time and tell me that they saw me on the big screen.” It means something to them. They feel like they are speaking to people in their community, and they are! Including local merchants in the show is important for the theater, too, as it increases revenue and cements them within that community. It does not matter if it is a luxury, discount, or a commercial theater. What is important is that the theater is part of the community and we like highlighting that. ADVERTISERS Since we are still a growing medium and have barely hit our stride as an industry, it is still evolving. In terms of local advertising, it varies by market but it is all over the board: everything from restaurants to real estate, from hospitals to ice cream and yogurt shops, from water agencies to libraries—it is really all over the board. National is a bit different; companies like Chevrolet, Mercedes Benz, Revlon, BMW, Apple—you name it. As they begin to realize the power of cinema, they begin coming out in droves. We are looking forward to another record-breaking year, and next year is already looking like a blockbuster. EVOLUTION Theaters are changing in many ways. You might say the industry is growing and becoming a bit more fragmented. Digital is here and the vast majority of theaters have made the conversion. Many of my circuits are now installing the “fat” seats, and some are including food and beverage service. It seems like the focus is right where it should be, on the theater guest. A well balanced preshow that plays to that particular audience and not above or below them is the goal. We employ a vast amount of technology on our end including high-tech delivery systems that make it easier for the theaters to get our show on screen, contact management software to enroll, and keep small businesses in tune with BeforeTheMovie and their local theater. All in all, I think technology will continue to evolve, and BeforeTheMovie will continue to invest. Like the theater owner, it is important to know who your customer is, and if you want to be successful you need to find out what they want and give it to them. MOVIO Matthew Liebmann Senior Vice President, North America ENTERING THE BUSINESS We first became involved about one year ago. This was driven by the same needs as Movio’s exhibition and studio clients: to be able to better segment cinema audiences in a rich and multifaceted way in order to target them with relevant communications and then quantitatively calculate the financial impact of those communications. Matthew Liebmann RECENT PARTNERSHIPS NCM is one of the leading industry players with access to the Movio Media Research console. This console provides studios, distributors and screen advertisers with comprehensive data on over 14 million active U.S. moviegoers aged 14-plus, making it the richest source of demographics (age, gender, ethnicity), behaviors (recentness, frequency, spend, attendance patterns, film/actor/ director preferences) and film-viewership history. EVOLUTION Technology can capture a wealth of cinema guest data—transactional, demographic, behavioral—and data analytics can make ready sense of it in a way that allows screen advertisers to make an emotional connection with moviegoers by communicating with them in a relevant way. At the upcoming SAWA Convention, I will highlight how a data-driven strategy enables screen advertisers to better understand moviegoing audiences, create targeted media plans for brands, and demonstrate the value of cinema advertising with attribution. NCM Cliff Marks President Cliff Marks CATCHING UP This year, our focus in the advertising marketplace has been all about millennials, content, and data. Everyone is looking to reach millennials, and for good reason—over 80 million strong, they are the largest generational group in U.S. history, edging out the baby boomer generation by more than 3 million. Millennials are definitely changing the media landscape, but the good news for us is that the one media-consumption habit they do share with past generations is that they love to go to the movies. Millennials are 50 percent more likely than the general population to say that movies are a passion of theirs, and our vision at NCM is to be the connector between brands and these young, passionate movie audiences. And data actually plays a huge role in that. NCM is embracing “big data,” and we’re looking at everything from box office data to proprietary studies conducted with the top research companies in the industry to genre targeting to beaconing and geo-fencing 68 BoxOffice ® OCTOBER <strong>2016</strong>
SHOWEAST AWARD WINNERS comScore’s Latin American Box Office Achievement Award Captain America: Civil War Anti-Piracy Latin American Government Leadership Award Federal Agents of Brazil International Exhibitor of the Year Habib Osman, CEO, Royal Films, Colombia International Distributor of the Year Marcio Fraccaroli, General Director, Paris Filmes Career Achievment Award Licnio Manay, General Director, Manfer Films Star of the Year Manolo Cardona Bingham Ray Spirit Award James Schamus Al Shapiro Distinguished Service Award Robert Bagby Salah M. Hassanein Humanitarian Award Tim Warner Dan Fellman Show “E” Award Spencer Klein ShowEast <strong>2016</strong> Hall of Fame Inductees Rusty Gautier · Wanda Holst · Stefanie Miller · Paul Silk · Scott Calder The Official Magazine of the National Association of Theatre Owners
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$6.95 OCTOBER 2016 Gwen Stefani voi
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Daniel Loria Editorial Director Box
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EXHIBITION BRIEFS WE KILL DEATH TO
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EXHIBITION BRIEFS LANDMARK ANNOUNCE
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EXHIBITION BRIEFS more than 11 time
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Page 104 and 105: BOOKING GUIDE Compiled by Diogo Bus
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Boxoffice - October 2016

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