Val Morgan and Moonlight Cinema prepare for the outdoor event’s 25th anniversary

Val Morgan and outdoor cinema event series Moonlight Cinema are preparing to celebrate the brand’s 25th anniversary when the season recommences in November 2020.

The announcement:

Alongside EVENT cinemas, Val Morgan is gearing up for the summer movie scene with a suite of sponsorship opportunities for the largest outdoor Australian cinema, Moonlight.

Located in Sydney, Melbourne, Brisbane, Perth and Adelaide, Moonlight Cinema is celebrating its 25th anniversary this season, and will showcase a mix of new blockbusters, cult classics and family favourites on its screens. The timely anniversary presents brands with a unique opportunity to connect to an Australian summer institution.

With flexible seating, open air locations and a rigorous cleaning structure, Moonlight is the ultimate COVID safe social event for consumers and brands alike.

“Australians love movies and cannot wait to experience the world’s greatest content on the biggest screen under the stars. There has been an explosion of audiences to drive-in cinema both locally and internationally over the last four months and we can’t wait to make the most of the warmer nights to stage cinema in a safe outdoor environment, where social distancing is all part of the experience! Moonlight is all about celebrating the outdoors with your loved ones, which is exactly what Aussies will be craving this summer,” Ms Nicola Whiteside, Marketing and Communications Manager of Moonlight Cinema said.

Moonlight Cinema allows brands to connect with more consumers for longer, boasting an average of 1.5 hours of preshow dwell time and a capacity of up to 2,000 people at most of its venues.

“Research from Moonlight has shown that the outdoor cinema environment draws a highly engaged, sociable audience, with more than 40% of guests attending sessions in groups of three or more.

“It has also proven to be a highly effective environment for brands to engage with audiences, largely down to the unique sense of occasion and extended exposure time as most guests arrive well before the movie starts to catch-up with friends or family and enjoy refreshments on the lawn,” Mr Guy Burbidge, Managing Director of Val Morgan said.

Reopening its gates from November until March, Moonlight Cinema’s distinctive alfresco environment appeals to audiences who are outdoors over the summer months and are less likely to be watching TV.

To engage this social audience, Val Morgan offers a range of national and state-based packages based on the breadth of exposure brands are seeking.

“Whether it be product sampling, activations or signage, Moonlight Cinema offers a multitude of cross-platform and amplification opportunities for brands that are tailored to advertiser’s objectives and the level of interaction they want to achieve.

Brands may also integrate with Moonlight Cinema advertising by opting to share in its radio, social media, website or print advertising placements to further extend their campaign reach.

Some of the films that are scheduled for this season’s Moonlight Cinema include Tenet, Wonder Woman 1984, Black Widow and No Time to Die.

Source: Moonlight Cinema media release


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