By: Paola Sanchez

When was the last time you went to the movies? The other day, I went to the movies with my spouse, and I was surprised to hear him rushing me to get to the theaters because he didn't want to miss the previews. That's right—he didn't want to miss the previews. What's even more interesting is that 63% of people do not mind the advertising that is put on screen before the movie begins. In fact, they look forward to the previews because they are longer and more entertaining ads than the typical 30-second television spots. People go the movies looking to get the complete entertainment experience along with their family and friends, and this translates into a huge opportunity for marketers because it's an environment where consumers are receptive to advertising messages.

Movie theater advertising is very unique in that it completely captivates the attention of the audience unlike any other medium. In stark contrast to the home environment, in movie theaters there are no distractions or interruptions, and changing the channel is not an option. In a movie theater, there are numerous points of contact offered to advertisers such as on-screen commercials prior to the movie, signage in the lobby, food and beverages packaging, kiosks, and more. According to The Arbitron Cinema Advertising Study 2007, 34% of moviegoers are 18-34 years old and 49% are 35+ years old. The Arbitron study indicates that a movie viewer is much much more likely to have a high household income. Moreover, movie audiences' affluence converts into more spending on automotive, financial services, travel, entertainment technology and telecommunications.

On average, people arrive at the theater approximately 16-19 minutes ahead of time and spend time in the ticket lines, at the concession stand, in the lobby, and in the theater before the movie starts. This gives advertisers multiple touchpoints for reaching consumers during a night out at the movies.

U CAN was created to fulfill the need of a network of movie theaters in Latin America and the Caribbean, offering original solutions for advertisers in on-screen exhibitions and multiple actions in lobbies and theater common areas. It is available in 16 Latin American countries and 15 countries in the Caribbean.

For more information about US Media Consulting Cinema Advertising Network (UCAN), please contact your US Media Consulting Representative at 305-722-5500.

Source: The Arbitron Cinema Advertising Study 2007-Making Brands Shine in the Dark; The Arbitron Cinema Advertising Study: Appointment Viewing by Young, Affluent, Captive Audiences 2003.