With the £7million UK opening weekend of Marvel’s ‘Black Widow’ last weekend it’s clear that consumers are ready to return to cinemas and the big film experience, and that the blockbusters they’ve been craving will play a huge part in prompting them to book that first visit back.
When it initially became clear that cinemas would be reopening, The Industry Trust was immediately keen to demonstrate its support. The result is a promotional partnership between the Trust and LoveCinema, a two week Out of Home campaign across the Clear Channel network that proudly declares: The Big Screen Is Back!
From the 12th of July, eight new films from key studio members of BASE and The Industry Trust are being promoted on over 100 sites, letting consumers know when their next perfect blockbuster will be coming to the big screen to enable them to plan and book ahead.
Liz Bales, Chief Executive of The Industry Trust, said of the partnership, “We are delighted to be able to offer this support to Cinema First via our ongoing partnership with Clear Channel, who have been such an important supporter of The Trust for many years, and our efforts to help consumers understand the damage of infringement behaviours via the Moments Worth Paying For campaign. And of course, an added bonus of promoting this amazing slate of cross-industry films is knowing that titles such as ‘Space Jam; A New Legacy’, ‘The Croods 2’, ‘Free Guy’ and ‘The Last Letter From Your Lover’ will not only be available in cinemas this summer, but then for repeat viewing on disc or digital in the second half of the year.”
Sharon Reid, Director of Marketing and Partnerships at Cinema First, reflected on an unprecedented time for the industry, “Looking back on the last 18 months one of the things that stands out for me is how the industry came together to offer perspective, expertise, creativity and time to look at ways to support the sector during the closures brought about by Covid-19.
We knew from ongoing tracking studies that, whilst many cinema goers cited that cinema was one of the most missed out of home activities, and that they planned an early return, there were also significant numbers that needed an additional nudge to venture out, partly because of lack of awareness of the in-cinema safety protocols that had been deployed, but also due to a general lack of awareness as to which cinemas were open, and what content was available to see on the big screen.
To support the Industry’s Love Cinema campaign, The Trust proposed a campaign centred around their partnership with Clear Channel. Use of these impactful, dynamic OOH panels in high footfall areas within shopping centres supported the industry’s requirement to communicate that cinemas were open, at the same time as showcasing up and coming new content releases. We’d like to thank The Trust and Clear Channel for this timely and generous support for the sector.”