Understanding the Cinema experience
Val Morgan commissioned Millward Brown to conduct extensive research to help enhance advertiser’s understanding of the cinema experience and how to best use cinema in their advertising plans. The research explored cinemagoing motivations, perceptions of cinema advertising and cinemas' role in creating branded awareness. The research also explored moviegoers reactions to a range of cinema commercials to help determine typical characteristics of the most effective commercials for cinema.
A range of research techniques were used to provide detailed insights into moviegoing and perceptions of cinema advertising.
Telephone interviews were conducted with 600 people, to explore their moviegoing habits and opinions of cinema advertising. This helped provide a framework for the subsequent more detailed research and provided a check to ensure that the research was representative of the Australian market.
200 18-49s who had been to the cinema in the last 3 months were pre-recruited and invited to one of six movie previews in Sydney.
Before each movie preview an ad reel and trailers were shown. The cinema ads shown were selected to be representative of a typical cinema pre-show program.
Respondents were interviewed after the movie about their cinema usage and attitudes, ad recognition and diagnostic perceptions of the ads shown.
Focus groups were conducted amongst a panel of people from each movie preview to understand more detail about their perceptions and opinions of cinema and cinema advertising.