RESEARCH PROPOSAL

INTRODUCTION
Cinema advertisement is the process of displaying advertisements to the audience

inside a cinema hall before a movie begins and during the intermission of a movie,

often placed between trailers of other movies to maximize audience engagement. This

type of advertisement leverages from a captive audience, meaning, they have little

control over what they see. Also, the audience do not have the choice of skipping an

advertisement since it is showing right before the movie resumes. Cinema

advertisement has been popular as long as the existence of this industry ("Advantages

& Disadvantages Of Advertising In Cinemas"). Although this type of advertisement

refers primarily to advertisements shown on the cinema screen, other aspects of the

cinema hall such as seat design, specials effects and in-hall environment can also be

customized and integrated into the process to create a stronger impact ("Cinema

Advertising Agencies In Pune| Cinema Advertising Agencies In Mumbai"). Research

shows that cinema advertising has a very effective reach and is also very cost-effective

in the long run for the advertisers. This is why, marketers are getting involved in this

medium and is making successful use of this platform to make their promotions to their

targeted audience ("Advertising Buying Guide - Cinema | Mediascope - Advertising,

Media & Marketing").

LITERATURE REVIEW
Cinema advertisement is a very profitable way for movie theatres to earn revenue.

Generating 658.3 million U.S. dollars in 2010, the market is projected to rise to

approximately 885 million U.S. dollars by the year 2021. Till then, it is safe to assume

cinema advertisement is here to stay, and the only direction it is projected to move is
up ("Cinema Advertising Revenue In The U.S. 2017 | Statistic"). Advertisers choose

cinema advertisement as the preferred medium to communicate new ideas because

it gives audience a tremendous audio-visual experience. The relaxing environment of

the movie theatre also makes the audience more receptive to advertisements as their

attention remain fixated on the screen in anticipation of the movie. Moreover, cinema

halls are one of the few places where it is often considered rude to talk or engage in

any activity which might distract the other viewers. Often ads are run between trailers

of other movies to keep the audience even more engaged. This results in lower overall

avoidance rate, and naturally drives up recall rates. However, in some cases, the

screening of advertisements before the movie is predictable and can be easily avoided

by the consumers ("Advantages & Disadvantages Of Advertising In Cinemas").

Cinema advertisements also make it possible for advertisers to target large audience

with specific demographic and geographic profiles. Advertising for the latest model of

Aston Martin during a James Bond movie can be a fine example. The social setting of

cinema halls also induces word-of-mouth among the audience ("Cinema Advertising").

Emotional responses of the moviegoers are also enhanced when the advertisement

play on, to be precise this is due to little or no distractions faced by the moviegoers

("Study Proves Cinema Ads Trigger Heightened Emotional Response | Wide Eye

Media"). When it comes to cinema advertisements, the duration of time the

commercials run before the movie and during the intermission varies from place to

place. This duration can positively or negatively affect audience reception, as some

sources report that people welcome cinema advertising (Jcdecaux Singapore |

Cinema On-Screen Advertising 2014 9), others point out people often feel robbed of

their freedom of choice because they're not told when the actual movie will begin

(Fisher). In conclusion, it can be stated that cinema advertising is an effective and

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engaging medium and it plays a big role in strengthening the advertised brand in the

minds of the consumer (Jones).

RATIONALE
Cinema advertising allows businesses and organizations to reach their target

customers in a more direct way. The research of its effectiveness is important because

it would enable us to get into a point of finding out the perception of the cinema

audience towards cinema advertisements. It would help us quantify the number of

audience who are being exposed to the advertisement messages happening before

the movie and their ability to recall the brands shown in the advertisements. Exposed

audience could contribute to this research by indicating their level of advertisement

recognition and help us assess the effectiveness of such advertisements (Dunnett and

Hoek 58-66).

OBJECTIVE
Broad

Determining the effectiveness of Cinema Advertisements in communicating new

ideas among consumers

Narrow

Justify the ability of consumers to recall the brands shown in the advertisements

after the movie

Assessing the purchasing pattern of the respondents after the movie

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VARIABLE IDENTIFICATION
Length of the advertisements

Recall rate (short run and long run)

Advertisement relevance to the movie

Environment of the cinema hall

Audio-Visual technology of the cinema hall

Attitude towards cinema advertisements

Consumers perception about the brands advertised in cinema

Emotional response of the moviegoers

Likelihood of avoiding cinema advertisements

HYPOTHESIS
Ho-a: Cinema audience do not pay attention to cinema advertisements.

Ho-b: Length of the advertisements does not make audience like

advertisements.

Ho-c: Cinema advertisement messages are not easily recalled in the short run

by the audience.

Ho-d: Cinema advertisement messages are not easily recalled in the long run

by the audience.

Ho-e: The environment of the cinema hall has no positive effect on audience

engagement.

Ho-f: The Audio-Visual experience of the cinema hall has no positive effect on

audience engagement.

Ho-g: Cinema audience do not prefer watching advertisements in cinema halls.

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 Ho-h: Consumers do not feel that the brands advertised in cinema are any

different from other competitive brands.

Ho-i: Audiences emotional responses are not intensified by the cinematic

advertisements.

Ho-j: Consumers, being aware of the movie timings, purposely avoid the

advertisements.

RESEARCH METHOD
Type of research: Qualitative with primary data

Data collection method: Survey

Contact method: Personal interview- Mall Intercept

Questionnaire design: Mostly close ended questions with multiple structure and

scale based questions

Sample size and selection process:

80 participants

Simple random sampling

Time Frame: Data to be collected over a period of 5 days.

PLAN OF DATA ANALYSIS

Hypothesis testing process

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REFERENCES
"Advantages & Disadvantages Of Advertising In Cinemas".
Smallbusiness.chron.com. N.p., 2017. Web. 17 Mar. 2017.
"Advertising Buying Guide - Cinema | Mediascope - Advertising, Media & Marketing".
Mediascope.com.au. N.p., 2017. Web. 17 Mar. 2017.
"Cinema Advertising". Singapore Design Agency | Advertising Agency. N.p., 2017.
Web. 17 Mar. 2017.
"Cinema Advertising Agencies In Pune| Cinema Advertising Agencies In Mumbai".
Khushi Advertising. Web. 17 Mar. 2017.
"Cinema Advertising Revenue In The U.S. 2017 | Statistic". Statista. N.p., 2017.
Web. 17 Mar. 2017.
Dunnett, Jason and Janet Hoek. An Evaluation Of Cinema Advertising Effectiveness.
1st ed. 1996. Web. 17 Mar. 2017.
Fisher, Ken. "When Does The Movie Really Start?". Ars Technica. N.p., 2017. Web.
17 Mar. 2017.
Jcdecaux Singapore | Cinema On-Screen Advertising 2014. 1st ed. Singapore:
JCDecaux Singapore, 2014. Web. 17 Mar. 2017.
Jones, Zoe. "The Bigger Picture: The Unique Power Of Cinema Advertising".
Screendaily.com. N.p., 2014. Web. 17 Mar. 2017.
"Study Proves Cinema Ads Trigger Heightened Emotional Response | Wide Eye
Media". Wideeyemedia.com. Web. 17 Mar. 2017.

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