Cinema called audiovisual cinema advertising, particularly in the form of cinema spots, which will be presented before the main feature. It is subject to the formal laws of film . They have a lot in common with television advertising , which is also filmic .
The reception of cinema advertising is different from that of television advertising, which is aimed at an individual or a smaller group sitting in front of the television. Cinema advertising, on the other hand, has to do with a large audience in a movie theater. This audience can hardly evade reception; it cannot change channels like a television audience. And it expects to see a movie and measures cinema advertising against these expectations.
Cinema advertising reacts to these conditions by making it more suitable for the cinema than television advertising - visually more spectacular or more cinematic and narrative. Often she plays formally or in terms of content with the specific audience situation in the cinema, for example by trying to provoke laughter or addressing a large audience directly at the language level.
The products primarily advertised in cinema advertising are, provided there are no corresponding legal advertising restrictions for cinemas, alcohol and tobacco , provided these are prohibited on television. The theatrical version of the advertisement is often longer than the corresponding TV version.
As a rule, an integral part is the advertising for the drinks and sweets, especially ice cream , that can be purchased in the cinema foyer . In some cinemas, it is customary to play an ice cream commercial as the last commercial before the main film and to have an ice cream seller walk through the audience before the film starts.
A focus of the cinema advertising is the promotion of the cinema program by previewing upcoming films. A distinction is made here between trailers , which are around 90 seconds long, and the much shorter teasers , some of which are shown a year before the film's start date.
In addition, local advertisements for commercial products or shops in the vicinity of the cinema concerned are also shown. As the production of cinema spots by exposure to 35 mm motion picture film is expensive, local advertising is often in the form of significantly less expensive slides ( Kinodias shown) leaked to the sound from CD. However, by reducing the number of slide projectors in the individual cinemas (e.g. due to a defect in the device without purchasing a new one), this form of advertising is becoming more and more obsolete, which requires the production of simple still images, slideshows and animations on 35 mm cinema film. Digitized cinemas meanwhile allow new possibilities for local advertising: Due to the elimination of the costs for the exposure of the video spots or flash animations to 35 mm, the local cinema market is currently subject to a favorable change.
Use and duration
Cinema advertising runs before the main film, which means that the start of the main film can be postponed depending on the cinema operator. If a film starts after the posting at 8 p.m., the advertising in such cinemas starts at 8 p.m. and the film accordingly starts later. As a rule, advertisements for commercial products are shown first, followed by trailers to advertise future films. The entire preliminary program usually takes 15–20 minutes, but it can also take longer.
Cinema advertising is projected from film through a projector, as is the main film. This, too, distinguishes it from television advertising that is delivered digitally to the television broadcaster. With the digitization of projection technology in the cinema, the medium of cinema advertising will also become digital. In the transition period there are some cinemas that play the films in analogue via the projector and the advertising sometimes digitally via the digital cinema projector.
Manufacturers and providers
Cinema advertising is made by Commercial Film Productions, film production companies that specialize in the production of commercials. Advertising administrations and special agents bring the cinema spots to the cinema.
Cinema advertising in Germany
The products mainly advertised in cinema advertising exist due to legal advertising restrictions, e.g. B. in the Youth Protection Act , and voluntary obligations of the industry no longer from alcoholic beverages and tobacco , but correspond - in addition to advertising for local businesses - the articles that are also advertised on television. In Germany, according to Section 11 (5) of the Youth Protection Act, advertising films or programs that advertise tobacco products or alcoholic beverages may only be shown after 6 p.m. Promotional films must be checked by the FSK and may only be shown before corresponding cinema films (example: advertising film with FSK 12 years old may only be shown before feature films with FSK 12, 16 or without youth approval).
In Germany, when the film is released, advertising is always shown first before the main film is shown. Campaigns by environmental protection , the Ministry of Health or the GEZ or GVU are also shown there between the advertising and the trailer .
These cinema advertising companies and the professional association FDW Werbung im Kino ensure that advertising can be placed nationwide.