Team OC is always in conversation with exhibitors about their pinch points, state of the industry, film marketing, and their needs for a successful film run. Recently, we surveyed small to midsize cinemas to see where they may be struggling, their relationships with studios, their marketing efforts for large film titles, and their budgetary restrictions. Take a peek at our cinema insights below!
1. No Premiere & Stream
Onni Creative created Freddy Fazbear pizza boxes as a promotional supplement for the premiere of Five Nights At Freddy’s (FNAF). The pizza boxes were a hit, but cinemas were wary of FNAF because of its close streaming date, releasing on a Friday in-cinemas and premiering on streaming Monday. With such a close streaming date, cinemas were worried that it would curb film attendance. Could the film have achieved much higher box office numbers? Most likely. Cinemas constantly have to compete with streaming services. Their attitudes are much more positive surrounding cinema exclusive film runs.
2. Standees
When we asked, “What studio support do you [exhibitors] want for large titles,” more than half of respondents indicated that they wanted studio standee support (Figure 1). Standees, especially interactive, are fun, increase impressions on social platforms for studios + cinemas alike, and create a unique experience for moviegoers. As seen for movies like Barbie or A Quiet Place: Day One, moviegoers lined up for these interactive standees. Many cinemas took matters into their own hands by creating their own Barbie standees to get in on the fun. Small to midsize cinemas have voiced to us that they want in on standees that have traditionally gone to the large chains. To that end, when surveyed, more than half of respondents said they would purchase standees for the right price.
3. Digital Assets
When surveyed about digital assets, cinemas showed positive attitudes towards unique digital content, especially in-cinema only content. Cinemas want it all: social media assets, digital menu boards, email newsletters copy, and exclusive pre-opening on-screen content. Larger titles with big well-known casts especially polled well amongst cinemas. Respondents indicated that on-screen spots with exclusive cast interviews or preview clips created enormous buzz around film titles.
4. Promotional Subsidy
When we surveyed cinemas, we found that price was the overwhelming deciding factor when purchasing concessions (Figure 2). Artwork, film title, and item size still factored into the decision. At Onni Creative, we serve the needs of many independent small to midsize cinemas, so we understand that subsidy for concession, standee, promotional items, etc. is crucial for exhibitors.
The OC-studio-subsidized programs like FNAF pizza boxes, Migration concessions, and Strays pint glasses saw an increase in orders from cinemas as well as an exponential increase of in-direct film physical + digital impressions ranging from 1M+ to 80M+. In addition to keeping costs down for cinemas, films increase their reach, and cinema marketing budgets have a little more breathing room.
When asked, “What’s your [exhibitor’s] typical budget to promote large, exciting titles,” the average answer was around $569. Taking into account premium items, titled concessions, in-cinema activations, and marketing, cinemas are on a tight budget. Many respondents wanted more studio-cinema collaboration to increase engagement, audience anticipation, and to get moviegoers into their cinemas. One respondent wrote, “It [subsidy] would feel more like a partnership and allow for matching spending to increase the overall [marketing] push.”
5. Premium Items + Concessions
When surveyed, over two-thirds of cinemas indicated they wanted premium items for film marketing efforts. With the popularity of specialty popcorn buckets + drink cups, cinemas are eager to purchase these items. Not only are they fun, but they bring people into the cinemas specifically for these exclusive items. Cinemas saw FNAF fans line up for the promotional pizza boxes. Quite a few cinemas told Team OC that they ran out of pizza boxes on premiere night due to popularity! With the viral Dune 2 popcorn bucket, many fans purchased the bucket without popcorn as they wanted it as a collectible. And like the Dune 2 popcorn bucket, many fans wanted the FNAF pizza box without pizza for a collectible as well.
Cinemas + studios have been working together to promote films, create viral marketing programs, and enhance the moviegoer experience for decades. With more collaboration, box office numbers + revenue can increase and moviegoers will see fun, exciting films where they’re intended to be seen, at the movies!
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