Clearly, there is a substantial desire for content, but competition between studios is fierce and standing out from the crowd and selling a movie or TV show to an audience can require nearly as much creativity as producing the media itself. It’s because of this that many advertisers turn to Out-of-Home (OOH), as the medium is proven to deliver huge reach at a rapid rate, during a narrow window for promotional activity.
“Are you not entertained?” 1 : Innovating to stand out at releaseOOH engages audiences when they are active, and this makes it a great environment for one-off activations that capture people’s imaginations, create buzz online and ultimately drive consumers to view the media. Universal Pictures did just that to promote the Jurassic World franchise in 2015 and 2018. For the release of the first film in the rebooted series in the UK, Universal dominated Waterloo Station, which included an immersion zone, use of digital and static media and even life-size, growling Velociraptors. This was followed up for Jurassic World: Fallen Kingdom with an event that included an 11-metre long, roaring T-Rex floating down the Thames before settling at King’s Cross Station which also boasted further experiential opportunities, an Augmented Reality (AR) adventure and a total station domination.
Further executions took place in Rome, Shanghai and Santiago, all of which generated huge buzz on social channels and helped contribute to a strong box office performance of over $1.3 billion worldwide, making it the 14th highest-grossing film of all time.
“I’m going to make him an offer he can’t refuse” 2 : Malls & movie buffsWith Christmas just around the corner, malls will be heaving with consumers, and for movie studios and distributors, OOH represents a fantastic opportunity to target film buffs and get them into cinemas, especially with 94% of 18-34-year-olds using leisure or food service facilities when visiting shopping centres.
Despite the ‘digital natives’ tag, this is especially true of Gen Z, who enjoy visiting brick-and-mortar stores and believe it to be a better experience than online – around 95% visited a physical shopping centre in a three-month period in 2018.