Chapter 48 Small screen to big screen: Focus develops cinema advertising network

In the five years from 2001 to 2006, China's film production increased by 370%, higher than any industry in broadcasting and television and other cultural industries. While film production increased, China's domestic box office increased from 9.3 billion to 2.62 billion in 2006, an average annual increase of 44.1%, and a total increase of 291% in four years.Gradually out of the slump, the output of Chinese films reached 330 in 2006, ranking fourth in the world after India, the United States and Japan. Behind the rapid rise of the Chinese film market lies unlimited business opportunities. In July 2006, Focus Media launched the theater network business through mergers and acquisitions.

"We have also entered the field of theater advertising, which is another business channel in our entire media network, aiming to cover another typical life trajectory of the middle-to-high-end crowd that has shown a good growth trend." Jiang Nanchun believes that with the theater Cooperate to place advertisements before the movie screening, "this is no different from the past, except that the small screen has been replaced by a big screen."He said that the people in China who are willing to spend money to watch movies are the target customers of advertisers, so movie theater advertisements are also included in the media group in the life circle.

Wu Mingdong, CFO of Focus Media, previously said that Focus Media regards the theater market as a part of the commercial building network, which is an extension from office buildings to theaters. Revenues and profits will grow."Gao Jun of Beijing New Cinema Link also believes that the next 10 years should be a period of rising and forming of Chinese film advertising. "The evaluation of theaters often leads to technical misunderstanding." Professor Jin Dinghai of the China New Advertising Research Center believes that traditional theaters are often reduced to screens and audio-visuals, emphasizing the width of the screen, or the number of audio channels, and the surround system. The strength of the theater, the size of the seat slope, etc., while affirming the importance of theater hardware, it has forgotten the composition of the theater itself as a media element in the influence space. "The hardware of the theater is important, and it is the premise of the influential space, but these are not all. As the composition of the influential space, there are more important media elements."

In an article titled "Big Screen, Heroes Based on Effects", the author summarized the core media elements of cinema media in the stage of "Big Screen" in the new media era.According to the author, it has the following characteristics: First, the strong focus makes the communication effect more accurate.Theaters have effectively covered audience groups with high income and high spending power. According to the survey data of CMMS in 2006, the audience of theaters is characterized by younger age, higher education level, higher income, leading fashion consumption, and more importantly, this group of people is the core consumer group of the society.

Rejuvenation——Data shows that the average age of those who have watched movies in the past year is 27 years old, which is lower than the average age of 37 years old for all residents.The average age of those who watch movies at least once a month is even younger at 26. ·Educational level is higher than the general level——Among the people who have watched movies in the past year, 47.2% of them have a college degree or above, and 54.8% of those who watch movies at least once a month have a college degree or above. ·Have a fixed occupation group, followed by the student group - among the people who have watched movies in the past year, more than half (52%) have full-time fixed jobs, and the proportion of students (32%) is also higher.

Stronger spending power than the general population——Among those who have watched movies in the past year, the average personal monthly income (2,155 yuan) is much higher than the income level of residents as a whole (1,573 yuan), and the income of audiences who go to the cinema to watch movies more than once a month Higher (2522 yuan). ·Have an obvious attitude of trying new things—they pursue a life full of challenges and novel changes; they recognize the strong correlation between brands and personal identities and like to try new brands; they are active in social networking, have a strong sense of participation in opinions, and have strong innovation capabilities.

Second, it creates a specific time and space for media contact.Just as in-building TV locks in the multiple media contact locations of middle- and high-income groups outside the home, and store TV captures the decision-making travel time of terminal buyers in the store, theater media enters the link closest to aesthetics and leisure in people's life circle media contact, It is a simple media system, which puts aside the noise and interference in the daily life environment, and the relationship between the information transmission and receiving parties is definite, controllable and direct.According to a 2006 survey conducted by the New Generation Research Institute, audiences feel anticipation, relaxation and calmness when watching movies in cinemas.

Third, unparalleled media expression.Compared with other media, movie advertisements are the only media with close and shocking contact: lights out, without any interference, super-large screen and shocking surround sound are the only bright spots in front of consumers, which is unmatched by conventional TV media. Fourth, it has the characteristics of compulsory viewing.It is a fact that advertisements are not seen by people unless they are right in front of your eyes. Therefore, new media should pursue compulsion to ensure the audience's viewing effect of advertisements.In the "boring" environment of darkness, mutual disregard, and waiting in front of the film, there is both visual compulsion (for example, the size of the media area should be based on the proportion of people's retina), psychological compulsion and non-selection, Advertisements before movie screenings are easily accepted by movie viewers.

Fifth, large-scale channel media creates a new media operation model.The ability to focus audience, space-time coverage and dissemination efficiency of cinema media are more and more shown to come from the channel value of the cinema itself rather than the content of the film. The change in the way of thinking of advertisers has turned advertising services to the audience, so as to analyze the target audience of the product, their lifestyle and ideology, and strive to innovate communication methods, communication channels and communication content at their life touch points.In Professor Jin Dinghai's view, it is also an element to make reasonable and effective use of existing advertising media resources and strengthen a clear understanding of film advertising media. "Those audiences who don't care about the cost are definitely not in the minority. What's more important is that they can follow the movie and know the movie very well. They are a group of spiritual wandering souls who like fantasy and dreams. They are also a group of opinion leaders who like modern and retro. The world is magnified and disseminated through their mouths!" Jin Dinghai said, "These may be the value of the 'screen giant array' cinema media!"