Movie networks investing in giveaways to attract audiences and revenue

Time was going to the movies was just watching a movie, eating popcorn and a drink in the darkened. Every new feature, viewers and primarily franchises, fans of actors or directors already are waiting for the freebies and don't come out empty-handed from view. Buckets of popcorn, drinks, nécessaires, dolls and squeezes, for example, have become objects of desire and collectibles in the hands of the fans of the seventh art and pop culture consumers. Keep an eye on this demand for differentiated items that grows year by year, networks such as Cinemark, Kinoplex and PlayArte increasingly combine creativity and marketing to woo the public.
Bruno, Director of food and beverage of Cinemark, said that demand for unique gifts and useful has been intensifying over the years and the last three the company has innovated a lot. Among the films that the network has invested in giveaways are Star Wars: the last Jedi (buckets in character format), My Favorite Evil 3 (six dolls collectibles), both in 2017, and this month the Alive: life's a party (whose Cup background can be used to make ice cream).
"As food and drinks, we have the responsibility to provide combos and be part of the decision to go to certain movies, consuming product. This is an increasingly competitive market and with more possibilities to the consumer. Before they were simpler gifts, who had no more than a feature. Not today. Our bucket on hand for fans already turned luminaire, for example. People use, like and keep ".
The Kinoplex also has increased your strategy of offering interesting options to who goes to the movies. Patricia Cotta, Kinoplex marketing manager, says that the company makes a variety of giveaways for customers. Generally, the long chosen to create the items are the established franchises, such as the Marvel and DC universes (Avengers, Thor, the Justice League ...), 50 shades of gray and My Mother is a piece.
"The public of these films want to take home something that reminds you to your experience in cinema, usually surrounded by friends and family. The toasts have huge value to a fan, it's like take you a bit of magic from the movie, "he says.
PRODUCTION AND PARTNERSHIPS
In General, the networks develop items in conjunction with the distributors of the films. The process considers the script of each long, iconic images, profile of the protagonists, commercial potential and public profile. In addition to the alignment with the studios for licensing, the exibidoras usually have promotions and partnerships combos with other brands and companies, among them M&Ms, Fini, Coca-Cola, Nutty Bavarian, Hershey's and Unilever. "We seek to offer interesting options that add value to the brand. Everything is customized and thought the movie film, with options so that everyone can be satisfied with quality and diversity, "says Patricia.
The Group also holds not PlayArte formats or to a standard recipe. Every campaign he evaluates the scenario and produces items second goal and theme in development. Othello Bettin Cheng, Executive VP of Group PlayArte, explains that creative concept, development and art production are managed by network in conjunction with the distributor of each long. Disclosure is made on platforms on and offline, in addition to the theaters. "We have an in-house team of planning and creation to all the campaigns of the group. The toasts are developed after a study of audience and consumer intent with the potential of film. In addition to identifying a toast with strong appeal, the advertising and communication plan is developed to impact this target. "
The strategies have been positive not only for the spectators that adorn shelves and closets at home with items from your favorite movies, as for the networks, second Executive of Cinemark. "With the increase of innovations and exclusivity, promotions come to represent 20% of the total of what sells in the month," he says. Coltro, PlayArte, also sees good results in the production of the freebies, that adds value to services. "We have a very effective sale process in our bomboniere, these combos and gifts offer a perceived benefit for both our sales and consumers", he adds.
For now, the exibidoras not see the final scene for the toasts. Unlike. The demand for unique, functional products and "cute" must continue, because there is no industry or public interest in stopping the movement. "People are more open to experience and the studios want to leave residual memories of movies," says Sergio. On Cinemark, for example, the demand for gifts (with or without the movies) inspired ideas as an e-commerce for sending them. "In 2018 we will have news," giving spoiler.