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| Major Cineplex, the country's largest cinema chain |
Major CineAd, a cinema advertising provider that is a wholly owned subsidiary of Major Cineplex Group, is optimistic that adverting expenditure via movie screens will become the second-biggest in the industry, ahead of newspapers, because of the expansion of cinemas in the provinces and big blockbusters coming in summer 2013.
Major Cineplex, the country's largest cinema chain, plans to establish 40-50 new cinemas next year, mainly in provinces such as Surat Thani, Nakhon Si Thammarat and Chiang Mai. Currently, the group has more than 400 screens in 54 locations across the country with different brands, namely Major Cineplex, EGV Cinemas, Paragon Cineplex, Paradise Cineplex, Esplanade Cineplex and Mega Cineplex.
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| www.majorcineplex.com |
Movie-goers will also enjoy a number of blockbusters lining up for the summer next year, namely "Oblivion", "Iron Man 3", "Star Trek 2", "Fast & Furious 6", "Hangover Part 3", "The Lone Ranger" and "Thor 2". There will also be several attractive locally made films.
A recent media survey by Nielsen Thailand found that advertising via cinemas in the Kingdom in first half jumped by 63.25 per cent year on year to Bt5.44 billion from Bt3.33 billion in 2011. Spending via this medium in the same period was ranked as the third-highest in the industry, followed by via television with Bt32.98 billion and newspapers with Bt7.46 billion.
"Given these factors, we believe that ad spending via cinemas will possibly become the second-biggest next year," Niti Pattanapakdee, general manager at Major CineAd, said yesterday.
He explained that newspapers were moving into digital services to cash in on younger readers as well as new revenue sources while spending via newspapers seemed to be slowing.
He added that Major Cineplex's ad earnings currently accounted for 70-80 per cent of overall cinema ad spending. This year the firm expects to see advertising revenue increase by about 10-15 per cent from Bt766 million last year. This accounted for 14 per cent of the group's revenue.
To attract more spending from advertisers, Major CineAd offers a Live Ad service, providing total marketing activities such as performance shows while screening the client's ad in the cinema. Meanwhile the company also focuses on new clients upcountry. Currently its ad earnings from upcountry cinemas accounts for 30 per cent of total ad income. By next year, it is projected to be 40 per cent.
WATCHIRANONT THONGTEP
THE NATION July 25, 2012 1:00 am
http://www.nationmultimedia.com/business/Major-Cineplex-unit-expects-cinema-advertising-to--30186911.html
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