Cinema advertising 'now more accessible to toy industry'

Digital nature and price cuts help boost the appeal of the medium ahead of packed movie slate in 2015.
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2015 is looking like a record-breaking year at the box office and the toy industry is now in a good position to take advantage.

According to DCM, the UK’s largest cinema advertising agency, the medium has never been more open to the toy sector.

“Attention to the cinema screen is high, excitement and anticipation is at a premium. Because of this, placing a brand message next to this sought after content delivers strong cut through,” Steve Chambers at DCM told ToyNews.

“Cinema is now more accessible as an advertising medium to the toy industry since going digital last year. Ad production and delivery costs have been slashed by 80 per cent, while shorter lead times and the ability to rotate or change creative means an advertiser could promote different brands or products from its portfolio within the same campaign, allowing a more effective spend of combined marketing budget.”

With the likes of Star Wars: Episode VII, The Avengers: Age of Ultron and Jurassic Park IV on the way in 2015, there is a chance that toy firms may use cinema to highlight products in the summer, as well as the traditional Christmas slot.

“The nature of cinema is that the freshest content is delivered all year round with many of the blockbusters arriving in the summer holidays, yet lasting through a period of ten to 15 weeks; meaning cinema attracts toy advertisers throughout the year,” added Chambers.

This year has already seen toy firms flock to the big screen, with Mattel, Thinkway Toys and Rivetz advertising before Despicable Me 2.

“The bigger the film release, the more brands are associated with it,” added Chambers. “June 2014 should show a healthy association with the Teenage Mutant Ninja Turtles film, while The LEGO Movie will have strong branding opportunities for a particular advertiser.”



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