With cinemas back open and film releases beginning to hit the big screen again, cinema visits are back on the agenda for the Irish population. This week, Wide Eye Media reported that the film Tenet took in more than half a million in Ireland during the first 5 days of its release.
As the first major film to hit the silver screen since releases halted, Tenet fared much better than expected as people craved a trip to the movies. As of Monday, Movies@cinemas reported all evening shows were sold out.
Wide Eye Media also reported that cinema admissions in Ireland for the week closing 27th August were extremely strong and grew 53% week on week. As it now stands, 91% of cinemas are open.
With the cinema industry building momentum, this is a positive trend for the sector and OOH advertising. Film is a top OOH category that relies on the medium’s scale and awareness building abilities. OOH ensures mass coverage and can further build anticipation of movies due for release.
Engaging OOH campaigns with effective targeting and call to actions can aid purchase intent. OOH formats placed in close proximity to cinemas, formats such as 6 Sheets and those on the path to purchase can help generate consideration and drive sales.
As we reach the six-month mark, the audience and marketeers are learning to ‘live alongside’ COVID-19. Examples are beginning to emerge of brands embracing the new opportunities that are presenting themselves.
Wrigley’s Australia are encouraging the public to “Freshen Up Behind The Mask” with one of their Eclipse Chewy Mints. It is a powerful, contextual OOH example of a brand creating a new usage occasion born out of the new government guidelines around the mandatory face coverings in public places.