CineMARK

CineMARK is an advertising sales company that represents Ster-Kinekor and selected independent cinemas. Providing advertisers with an attentive and captive audience in a relaxed and receptive mood, cinema is a medium with high visual impact and great sound, that engages the audience and is a youth stronghold. The scores of through the line marketing and promotional opportunities available in cinema advertising mean that when you advertise with CineMARK, awesome opportunities abound.

CineMARK came into being in 1971 through the merger of Alexander Films, Filmlets SA and Ster Adfilms, and was purchased by Primedia, a reputed South African media concern with the objective of being a world class media company.

In addition to the creative and cost-effective on screen and alternative packages on offer, CineMARK represents 67.7% of South African cinema audiences, 65.5% of South African cinema complexes and 63.6% of South African cinema screens.

Contact Details

Jenni Critchfield
CEO
Tel: 011 545 1800
Fax: 011 312 0194
jennic@cinemark.co.za

Opportunities

Commercial 35mm

Most commercials seen in cinema are projected using 35mm film – the same material used to screen trailers and full length features. This format therefore allows the most flexibility when planning a campaign. The client would need to allow for transfer of material, usually from a TV commercial, onto 35mm film. Copies or bulk prints of this transferred material are made for each screen on the schedule.

35mm Golden Reel: The 35mm Golden Reel allows the advertiser the opportunity to be on screen every show, every day in every cinema across the country for a full year. The Golden Reel Package buys the media in a pre-selected position on the reel and includes the transfer and bulk print allocation for 4 separate executions.

DIGITAL

Projecting commercials digitally is arguably one of the most successful innovations to be introduced to the cinema advertising industry. Pioneered by CineMARK, the platform has allowed advertisers with smaller budgets to enter the exciting arena of BIG SCREEN advertising. It also allows advertisers to customise their campaign by region or cinema complex. Unlike 35mm, transfer of the commercial to film is not necessary, instead the ad is converted into a specialised Mpeg format and broadcasted via satellite. 61 digital projectors are installed across the country. Golden Reel opportunities are also available.

35mm NOUVEAU

The Nouveau circuit is designed around the art movies and presents advertisers with an alternative media platform to engage a very different audience profile. There are 51 cinema houses spread around the major metropolitan areas. Golden Reel opportunities are also available.

FOYER MEDIA

Research has revealed that cinema patrons are in this environment from between 6 and 15 minutes - purchasing tickets and confectionary. One of the major benefits of advertising in this area is that frequency of the message is duplicated as patrons leave the cinema complex. Another significant benefit is that foyer branding is the best means by which to extend a print campaign into the cinema environment.

The foyer media platform is broken up into various opportunities that are designed to maximize the advertiser’s message. These include panel posters in the queuing systems located at the ticket counters and refreshment areas, displays, A3 slide frames, Rolla Banners and various standees. Certain foyers can accommodate cars and larger displays.

Foyer campaigns are most effective when combined with an on screen campaign.

FOLLOW THE MOVIE

Follow-the-movie offers advertisers a cost effective way to target a very specific audience profile by means of a print execution positioned at the entrances of a particular movie.

PRODUCT SAMPLING

Sampling is a very effective way of gauging the response of cinema patrons to new products or services. Promoters can be branded with t-shirts and caps etc., and interact directly with patrons, distributing product.

HEADREST BRANDING

Headrest branding allows the advertiser to communicate in a unique way with the cinema patron through branding the front and back of the seat, and because the printed units are movable, tactical campaigns are possible.

POPCORN BOXES & TRAYS

A large percentage of the cinema audience purchase refreshments before the start of the movie. An excellent opportunity exists for advertisers to use the popcorn boxes and serving trays to convey a message to the audience. All 4 sides of the box can be branded.

PRODUCT PLACEMENT

A growing international trend in movies is to showcase products and brands in appropriate spots in feature movies, allowing the advertiser to get involved in a campaign that could last up to 3-years as the movie takes it's course through cinema, DVD, pay for view stations and the free to air stations. CineMARK is involved in placing products in South African movies, ensuring that the client is involved from script development to completion