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How can cinema benefit from immersive marketing?

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How can cinema benefit from immersive marketing?
avatar By: CrossCreators 3 Min read 643 Views

How can cinema benefit from immersive marketing?

3 Min read 643 Views

Gone are the days when going to the movies was the best thing ever. Catching audience attention is a constant struggle for cinemas. People are glued to their couches and don’t bother to go to see the movie on huge screens..
Therefore, the demand from the cinema industry is to make moviegoing so fun and exciting, people wouldn’t wanna miss it.

How should Marketing agencies transform the cinema experience into something so immersive and interactive that movie lovers can’t resist attending the show?

Customers need to connect on a deeper level to feel more engaged since in today’s world we are bombarded with ads everywhere we look. They seem useless, boring, similar to each other and old-fashioned. Even looking at billboards gives headaches. The innovation in technology in digital marketing rapidly reshapes standards across industries and cinema is no exception. Augmented reality – the tech way of showcasing our brand enters as a game-changing opportunity for those who seek innovation.

 

Why Augmented reality is key to successful campaigns?

  • A 2023 study by Microsoft found that users spend 70% more time engaged with AR content compared to traditional media. Owing to the fact that traditional media is flat 2D while AR is 3D. Static marketing materials are a thing of the past. 
  • AR breathes life into posters, trailers, and lobby displays, creating multi-sensory experiences that build anticipation. Interactive visual elements come to life with our contact or influence on them (touch, head moving or so.)
  • A recent study by the Interactive Advertising Bureau (IAB) found that 73% of consumers are more likely to remember brands that use AR in their marketing. Because AR is customized due to brands personal identity and yet not so banal.
  • Standing out from the competition is crucial. AR allows cinemas to distinguish themselves from competitors and become competitive in the world market.

     

Transforming the Moviegoing Experience with AR:

Marketing agencies can help cinemas implement innovative AR strategies to create a unforgettable experience:

  1. Interactive Posters and Trailers: Imagine a movie poster where a dragon leaps off the screen, or a spaceship explodes in the lobby. Moviegoers can scan posters with their phones to unlock exclusive content, character bios, or behind-the-scenes featurettes.  Jurassic World: Fallen Kingdom employed AR for its trailers, allowing viewers to see dinosaurs come alive on their screens.
    Here’s a sneak peek at what viral DUNE 2’s Web AR experience look like: https://www.8thwall.com/aircards/dune-avatar
  2. Lobby Games: Turning the lobby into a playground. Develop AR scavenger hunts where audiences use their phones to find hidden virtual objects related to the film. Integrate AR games with interactive displays, fostering a sense of community and excitement before the movie starts. AMC Theatres partnered with Lionsgate for the release of “John Wick: Chapter 3 – Parabellum”, creating an AR lobby experience where users could test their combat skills with virtual weapons.
  3. Immersive Photo Opportunities: audiences become part of the movie. AR photo booths can be set up in the lobby, allowing them to take pictures with their favorite characters or iconic scenes. These photos can be easily shared on social media, creating a viral buzz and generating free marketing. The release of “The Lion King” (2019) saw Disney create an AR experience where fans could take photos with Simba and Nala. The campaign garnered over 1.5 million engagements on social media.
  4. Post-Screening AR Experiences: Don’t let the magic end with the credits! AR experiences can be integrated with movie tickets, or popcorn packaging. allowing audiences to unlock exclusive content or AR features after the movie. This could be anything from behind-the-scenes interviews to interactive story extensions that delve deeper into the film’s universe.

By implementing these innovative AR strategies, marketing agencies can help cinemas reimagine the moviegoing experience and attract a new generation of audiencesThe future of cinema is immersive!

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