The recent pandemic may have quenched some of our desire to go to the cinema, but blockbusters are coming back — and racing to garner as much attention as possible. Naturally, TV and billboard ads are a must these days to kindly remind people of movie magic and how great it feels to watch their favourite actors on the big screen. Once in the cinema, though, branded products take charge and serve to promote both the movies and the cinemas, hoping to convert new visitors into regular audiences.
How Can Promos Help Both New and Old Cinemas?
When you watch a (good) movie, you’re likely to relate to some of the characters, the storyline or even just the feeling the picture inspires in you. Cinemas all over the world use that phenomenon to increase their profits. And they do it by offering specific products such as customised T-shirts and mugs that help the audience connect with the movies.
There are a few goals a cinema may have when it comes to promotion. If it’s all about attracting more visitors, the management should consider giving away the products at critical locations. These can either be somewhere around the city or in a mall, given that many cinemas are located there.
Ideally, these products should inspire people to see the latest blockbuster, thus earning both the movies and the cinemas money. At the same time, it’s not just about the products but also public awareness. If the cinema is new or perhaps not that well known, small branded products like branded pens, notepads, and keyrings would serve as powerful visual reminders!
The same goes if a movie theatre is looking to upgrade its image. Older cinemas may not offer the same amenities as newer ones, so they may look into modernising their images. Hosting a grand reopening is a great chance to distribute practical and appealing products that would make a lasting first impression on the audience.
That said, the whole cinema ought to consider a “facelift” if it wants to keep up with the times. This includes not only redesigning the auditoriums but also the popcorn boxes, the plates and the cups, etc.
What About the Movies?
Branded merchandise can also be key for movie marketing and inspiring enough interest in people to go to cinemas. Yet, unlike those that would promote the movie theatres, these products must be on theme. They should relate to some of the ideas in the movies or the characters themselves.
The best example of this is custom toys that many companies decide to distribute to promote some children’s movies. They don’t have to be offered only at the premiere; the toys can also be sold at department and toy stores.
Printed clothing is another great choice, especially if we’re talking about a younger audience. Younger people may have an easier time relating to some of the themes or the characters. And the best part is that they don’t shy away from showing off their interests through their clothing.
In the end, if companies play their cards right, they can hope for two, sometimes equally big, streams of revenue. One would come from the ticket sales, which they could achieve with the help of movie theatres and their posters, promotions, etc. The other stream, however, would depend on the relatability of the movies, the audience’s perception, and the choice of merchandise they go for.
Keep in mind, though, that every little thing counts here. Even movies with limited budgets should invest in merchandise so that they can hope for great box office success.
The key, of course, is to do your research well. Arm yourself with knowledge about the audience’s likes and dislikes. Only then can you hope for cleverer funds allocation that would keep the budget in check and generate the profits real blockbusters are famous for!
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