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THE MEDIA APRIL 2018

CINEMA Ster-Kinekor’s focus is on activations, providing more than just a traditional screen advert for clients. The challenges to cinema A continuous push to remain relevant is the biggest challenge for cinema companies, says Williams, citing Amazon’s Jeff Bezos’ philosophy of remaining a “day one company” as the approach they should be utilising to ensure they don’t become complacent. “We have to channel that care for the customer through all elements of the business … Content will also remain a variable; as an exhibitor we are at the whim of how good or bad the content is, that is provided to us,” he reckons. Williams also believes there are too many films on screen globally at the moment, providing customers with too much choice. Untaped markets “Our primary focus and strategy for the next three years is driving into mass markets, township and semi-rural, that are not serviced adequately currently,” Matai reveals. A new cinema in Westgate to service Soweto is next on the cards, followed by Mamelodi, and Giyani (Limpopo). “We’re taking the movies to where people are and taking movies they want to watch,” he adds. The most recent opening for Nu Metro was a second cinema in Maputo, and further expansion in markets outside of South Africa, including in Zimbabwe, is planned. Popcorn’s top cinema ad trends for 2018 1. Ad placements on our premium circuit for upmarket audiences 2. Audience guarantees 3. Flexible weekly movie selections 4. Advertisers opt for films, sequels and franchises that have an established loyal cinemagoer following 5. Bigger adspend budgets per burst 6. Premium ad reel positions are in greater demand 7. Greater demand for foyer advertising and branding opportunities 8. Advertisers are placing commercials with longer duration 9. Multiple creatives being flighting during one cinema burst 10. The immersive 4DX cinema experience has proven to be popular with advertisers


THE MEDIA APRIL 2018
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