The battle for screen survival (new opportunities for cinema advertising)
Article type: Abstracts From: Strategic Direction, Volume 28, Issue 1
Clark N. Marketing, July 2011, Start page: 30, No. of pages: 2
Reports the current trends in cinema advertising, where there have been predictions of the eventual demise of this advertising medium. arguing that developments such as streaming live content and cross-platform partnerships could provide new revenue and advertising channels. Points to the reasons why critics have made such negative predictions in the past, including the shortening of the cinema-release window, which could result in films being screened in living rooms within weeks of their cinema debut, combined with the continued threat of online piracy, and uncertainty over the future of 3D cinema. Concludes that the use of digital platforms, and the advent of 3D technology brings unparalleled creative opportunities for advertisers. ISSN: 0025-3650 Article type: Viewpoint Reference: 40AP497
Keywords: Advertising, Advertising agencies, Advertising effectiveness, Advertising media, Brand management, Cinemas, Film, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Sales campaigns, Strategic marketing
