I was delighted to see Martin McDonagh’s masterpiece “Three Billboards Outside Ebbing Missouri” pick up two Oscars at this year’s Academy Awards. I recently had the pleasure of watching the film with my OOH work colleagues which really added to the experience!
It is a great film which really highlights the power of OOH as a medium and communications channel and it got me thinking about the strong link and synergies that exist between the film industry and OOH advertising.
Traditionally, the movie sector has seen OOH as an important and powerful cast member in its promotional roll call. In 2017 the sector accounted for approximately 5% of the OOH market (source Posterwatch 2017). Like an on-screen chemistry between actors, there is a long and strong relationship that exists between this sector and the medium.
Blockbuster is a word that comes to mind when we think of films. OOH allows film promoters to showcase their new releases in a big, bold, colourful and exciting way.
The sheer volume of film releases has increased exponentially over the last ten years. OOH allows advertisers to promote these releases and build coverage quickly. The advent of Digital OOH, in particular, dynamic Digital OOH means that countdowns to release dates can be used to build the hype surrounding new releases
In Ireland, we have a love affair with the silver screen and we all have our favourite actors. OOH is ideally placed to promote images of the stars appearing in upcoming releases. Interestingly, according to our Poster Impact research, celebrity-based posters are the second most recalled design type. This is also anecdotally backed up by the number of requests that I get from clients, colleagues and friends looking to get their hands on the latest film poster!
Creatively OOH is ideally suited to promoting films. Animated Digital OOH copy brings characters and storylines to life. A good example of this was the Disney Film Coco using multiformat DOOH to bring the colourful characters to life.