x-ray to the Mexican movie theaters

• Index hide

  1 Communicating in traditional media such as movie theaters has led to reformulating the work strategy in these spaces.

  2 ¨Cinema theaters have consolidated a very important business element and it is the concentration of audiences in their channel, hence the importance of its expansion and correct operation.

  3 Within Mexico, movie theaters have become a traditional medium with a potential for communication and creativity of unique value.

  4 Merca2.0 – In the post-pandemic, what other elements helped movie theaters to be among the top three media with the highest growth in their advertising investment?

  5 Merca2.0 – As a traditional medium, what do movie theater brands value most: sales, awareness…?

  6 Merca2.0 – What new points are you discovering from this brand-consumer contact, what has caught your attention?

  Communicating in traditional media such as movie theaters has led to reformulating the work strategy in these spaces.

• ¨Cinema theaters have consolidated a very important business element and it is the concentration of audiences in their channel, hence the importance of its expansion and correct operation.

• Within Mexico, movie theaters have become a traditional medium with a potential for communication and creativity of unique value.

The cinemas mexican are one of the three media outlets that registered the highest growth rate in advertising investment during 2021 and in the following interview with Manuel Mier y Concha, Commercial Director of Cinépolis Media, the manager tells us what elements make movie theaters stand out, with little-published details of how an advertising guideline works in this medium, with a key element to take into account, which is competition in a segment where movie theater chains like Cinemex also compete and whose actions, at the end of the day, end up strengthening the rooms as an effective advertising medium.

Merca2.0 – In the post-pandemic, what other elements helped movie theaters to be among the top three media with the highest growth in their advertising investment?

Manuel Mier y Concha – It has to do with the reduction of sanitary measures, the limits were reduced, so we were practically able to have rooms open at their maximum capacity. On the other hand, many of the film studios reserved a large part of the content for 2022, proof of this is the series of films that Marvel launched, films like Top Gun, in December we will have Avatar, which are films that people know that you have to see them in the cinema yes or yes, but one of the interesting things is that we are learning how consumption habits changed during the pandemic, so we have that there are people who have certain types of well-established content to be seen in the cinema and another type of content that is reserved to watch on the platforms at home, that and that people need to leave home… it is necessary to recognize that cinema is the most popular entertainment in Mexico, at all levels of socioeconomic segments.

Merca2.0 – As a traditional medium, what do movie theater brands value most: sales, awareness…?

MMyC – First, it is an unparalleled impact, the giant screen makes advertising impact the one that generates the highest level of recall, with 75-76 percent recall and purchase intention.

Merca2.0 – What new points are you discovering from this brand-consumer contact, what has caught your attention?

MMyC – Our digital media, social networks and what is done in native content and branded content, all the brands that are trying to communicate their values ​​and services with us. Second, within theaters, the level of attendance in the new cost-per-impact marketing model, what we use is the system with which we report ticket sales in movie theaters and with that data we deliver to advertisers the effective impacts your campaign had.

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