OPINION: Why does cinema advertising suck?
When did going to the movies turn into such a preachy experience?
When used right, movie advertising is an incredibly powerful medium. Where else can you reach a captive audience and turn up the voume? But what’s with the bombardment of public service messages?
Last night, it began in the bathrooms, with a put-you-in-the mood poster on sexually transmitted infections. The low production values and poor copy suggested that this had not been a big media investmennt. But Hoyts were clearly happy enough to accept a few dollars for this little mood killer.
Then to the main show. Let’s forgive the rubbish ads for local stuff (note to Cinevation: putting an echo under the voiceover doesn’t help).
We begin with an ad that literally could have been made on a lap top. A shouty woman (who I’m reliably informed is a surfer) lectures us on recycling cans. It’s all done with a sinle camera shot.
Next, the standard lecture about sunburn and cancer with the obligatory metatising close ups.
And then, just to get everyone really in the mood for the night’s lightweight fluff to come, let’s have a smoking/ lung cancer ad.
It’s a dynamic that doesn’t work for anyone. For the advertisers, it adds up to trying to shout the loudest through a cluttered environment. For the punters, this dreary cavalcade is yet another reason to leave it even later before walking in. And for the cinema, it does nothing to built a premium experience.
Keanu sucked, by the way.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It’s wrong, ads on movies = wrong.
It helps to be remarkable, remarkable annoying.
Last time I was obliged to watch 16 minutes of ads I didn’t ask for.
Never seen anyone leaving the movies saying ” What a good ad we saw tonight”.
Lucio
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I love watching ads in the cinema. You get market research instantly. I guess the ads are preachy as you have a captive audience. No changing the channel here.
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Sexual transmitted infections, cancer, Keanu Reeves… I hope it wasn’t a first date.
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Do you get the feeling Cinemas are hoping Plasma Screens, Home surround sound, and the internet will all just go away? Because they have done nothing innovative for years to warrant $15 for an un-exceptional experience. No wonder Moonlight, and rooftop type cinemas are doing well.
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They don’t seem to understand that it’s an experience medium.
Ever got there with what seemed like time to spare, only to be confronted by a huge queue and only one window open?
Ever sat through the first five minutes out of focus because the projectionist isn’t even looking at the screen?
That sort thing evens happens in Gold Class / La Premiere where you’re supposedly paying for a premium experience.
But even when the cinemas get it right, the advertising lets them down. I bet they don’t get much money from the crappy local stuff. They should ditch it.
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