Mumbrella360 Battle of the Media: Grand Final – Cinema vs Newspapers
Mumbrella360 featured the Battle of the Media in which a champion of each medium argued its case.
In this video we present the grand final, cinema versus newspapers. Rob Belgiovane, ECD, BWM takes on Campbell Reid, Group Editorial Director, News Limited:
Battle of the Media sponsored by:
I go to the Cinema maybe once a month the paper I get every day
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absolutely tragic that MX is trumpeted as the future of newspapers
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Let’s assume the average Australian marketer is predominantly concerned with selling products or services within Australia. Assuming that an Australian marketer is enthusiastic about placing product in film, let’s make another assumption that it is only really feasible for that placement to appear in an Australian film.
Ok.
The highest grossing Australian made film in 2010 was Tomorrow When the War Began. It had a domestic box of office of $7.7 million. The average price of a movie ticket in 2010 was $12.26. Assuming no duplication, the maximum reach of this film in cinemas was 628,059 people or 2.8% of the population.
Compounding the problem of low reach is the fact that you’re probably looking at a wait of around 2 years between agreeing to the placement and the film being released in cinemas.
I agree that Top Gun probably made US air force recruiters jobs a lot easier, but I’m not sure that product placement in movies is a compelling argument for Australian marketers.
I vote newspapers.
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