Cineworld is set to tag film distributors’ TV ads in the same break in order to drive ticket purchase, it has been revealed.
MediaVest will see the tagging of a 10 second ad in the same break as the film trailer ads showing additional footage and promoting a 10% discount on tickets when purchased at cineworld.com.
The campaign will start in the ad break before performances of The Twilight Saga: Breaking Dawn Part 2, with The Life of Pi – due to be released next month – another film which will feature this support.
Liz Richford, marketing communications manager at Cineworld, said: “We are incredibly excited to be taking the Cineworld brand on TV for the first time. By tactically placing our advert after that of the film distributors, we aim to increase conversion, using our appealing call to action of cheaper tickets online.”
Claire Kula, associate director at MediaVest, added: “MediaVest have identified the key periods for tagging blockbusters allowing Cineworld to tap into the excitement and awareness of new releases; closing the loop at the most appropriate time and giving cinema goers the final push to purchase at Cineworld ahead of their competitors.”