To get a pulse on cinema engagement and excitement for large Winter titles, the OC analytics team conducted a survey across small and large cinema chains. Our goal was to better understand their marketing capabilities–both financial and operational–during the Winter holidays (ie. Thanksgiving, New Year’s, Christmas, etc.). We asked cinemas about their approach to holiday activations and the challenges they face when marketing Winter titles. Check out our cinema insights from our survey below!
1. Community Gathering Areas
During the Fall + Winter months, cinemas see an increase in attendance as moviegoers take advantage of time off, gather together as families, and uphold family traditions. To match this seasonal trend, studios release fun, family-friendly titles to coincide with the holiday spirit.
Many cinemas serve as community hubs for their areas. When asked, “How does your cinema typically activate around Winter holidays?” more than half responded with hosting events or organizing donation drives for local nonprofits. Providing activations, events, and community engagement are essential for cinemas to remain pillars in their communities. One respondent wrote, “We decorate most of what we do we do just for the enjoyment of our customers…”. Experiential activations like decorating your cinema can go a long way to enhance the experience of moviegoers.
2. Budgets
To determine the marketing efforts for large titles during this time of year, respondents were asked their typical budget. The average budget per large film was $537, covering digital, experiential, food and beverage, and other marketing initiatives. This is about $30 less than reported by cinemas in OC’s Studio|Cinema Support Survey. While one cinema noted an increased marketing budget during the holidays, others determined budgets based on how well specific titles are performing. With the industry cautiously optimistic after the slow recovery from COVID lockdowns and the 2023 strikes, tighter budgets have led cinemas to be more selective in allocating marketing dollars.
3. Standees Standees Standees
A running theme amongst OC’s conversations and from survey responses shows cinemas' wish for standees, particularly with studio support. When cinemas were asked what type of studio support would ensure a successful marketing run for large Winter titles, 93% of respondents indicated they wanted studio support for standees. When prompted about purchasing standees for Winter holiday films, 33% would purchase, 40% would not purchase and 27% were unsure depending on price [Figure 1]. The average amount respondents indicated they would spend on a standee for a Winter holiday film is $113.
When asked whether studio support would make cinemas more likely to purchase a standee, 60% of respondents indicated they would be more likely to purchase a standee. One participant stated, “Yes, Encourages a good relationship between studio and exhibition and takes some burden off us [cinemas].” Another participant responded, “Yes, these are temporary use, so it doesn’t make sense for us to spend considerable amounts.” Adversely, another respondent stated, “[No] Studios should pay 100% for standees and other in lobby materials.” Another respondent had a similar sentiment: “Yes [I would be more likely to purchase with studio support], after all, we are marketing THEIR film.”
4. Digital Activations
When prompted with digital activations provided by studios, respondents varied in responses [Figure 2]. (Note: Cinemas were able to answer with multiple responses. Percentages reflect total number of responses for each category divided by total number of question respondents.)
Although not mentioned in this question, nearly half of respondents plan on creating social media giveaways around premium Winter film merchandise (ex. Gladiator II popcorn bucket, WICKED prize pack, etc.).
The success of a film relies on several factors– the film quality, fan reception, and the combined marketing efforts of both cinemas and studios. We believe that the film industry’s strength depends on the collaboration of both of parties. Team OC to advocate for cinemas when speaking with studios to provide affordable and/or subsidized promotional items for a healthy film marketing effort. Team OC supports cinemas by advocating for more affordable or subsidized promotional materials from studios, ensuring robust marketing efforts. One cinema summarized this sentiment well: “We’ve had so little from studio’s since Covid. Standees, window clings, countertop advertising, menu suggestions - this all helps us! Bring it on!” All in all, this partnership is essential for maximizing the impact of film marketing.
As cinemas continue to play a central role in housing films both new and old, collaboration between theaters and studios is essential for driving successful film campaigns. With exciting titles like Wicked, Gladiator II, The Best Christmas Pageant Ever, Red One, and Sonic the Hedgehog 3 hitting theaters this holiday season, it's crucial that cinemas have the support they need to run effective campaigns. While cinemas excel in community engagement and strategic activations, additional studio support—such as standees and digital activations—can further enhance the moviegoing experience and boost profitability. By working together, cinemas and studios can ensure holiday films reach their full potential and keep audiences returning for more.
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