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Cinema Gold Spot opened up to advertisers on flexible basis

Cinema Gold Spot opened up to advertisers on flexible basis

For the first time in 13 years, what is known as the most prestigious advertising position in cinema, the Gold Spot, will be available to new advertisers on a more “flexible and targeted” basis.

Previously a key platform for Orange and EE for over a decade, the 60 second commercial directly before the main feature will now be available for advertisers to buy for shorter campaign periods.

The two cinema sales houses, Digital Cinema Media (DCM) and Pearl & Dean, will now be responsible for managing the Gold Spot position for their respective cinema exhibitors.

With cinema admissions expected to soar to levels not seen for 40 years in 2015, the move will undoubtedly open up a gateway of opportunities for a number of advertisers – from audience reach to increased campaign value.

“Demand for cinema has never been greater, with our brand count at its highest ever level, having doubled in the last three years alone,” said Karen Stacey, CEO of DCM.

“There is a remarkable film slate on offer in 2015 and opening up the Gold Spot in this way allows brands to build an unparalleled synergy with a film and establish a real affinity with cinema.”

Kathryn Jacob of Pearl & Dean added: “Cinema advertising has moved on considerably since Orange bought into the first Gold Spot thirteen years ago. The medium is more flexible, diverse and dynamic than it has ever been and we are very excited to be able to reflect that in the way we work with advertisers to take best advantage of cinema’s most premium advertising position.”

paul ferrer, Freelance, me, on 06 Feb 2015
“"Cinema admissions expected to soar to levels not seen for 40 years in 2015"?

2012 was the highest level of admissions since 1971 which was 176 million. What 2015 really needs to break is the 200m barrier something experts predicted in 1994 would happen by 2000 but never happened they got to a peak in 2002 and have flat-lined since. in reality they have been dropping because of the way average ticket prices are calculated.

But with the end of Orange Wednesday the Cinema Exhibitors' Association claimed average ticket price will increase from £6.72. Most believe average ticket price in the UK to be over £8 which would mean last years box office would of been the worst for 20 years.

South East ticket prices are over £10, Londoner £12, central London £15 and Leicester Square over £20 and then on top there are the 3D surcharges adding up to a third to ticket prices. with London responsible for 25% of the UK's box office for the year the real level of admissions is far lower than Cinema Exhibitors Association, Pearl & Dean and DCM Everything is not so Awesome at the box office but has been artificially inflated for years with exhibitors and other organisations in denial of the issues facing the industry as the public feel ripped off and aren't going to the cinema in the huge numbers that are needed. There are still successful films at the box office but not as many and generating as much as they should be doing if we are meant to believe the hype from companies like Pearl & Dean and DCM.”

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