Advertising in cinemas have been going through a lot of changes in the last decade or so in Malaysia. This is mainly due to the changing consumer behaviour particularly with the erratic market in the country.
Cinema for entertainment
During the late 1990s, there was a sharp decline in cinema goers due to the rampant and rising piracy issue. This saw a serious drop not only in terms of revenue for operators but in advertising as well. This bleak landscape has since been rectified and people are now enjoying going to the movies again. In fact, the Malaysian market is among the top contributors of ticketing figures in the region today.
Malaysians from all walks of life enjoy the movies, often anticipating the latest blockbusters and others. One of the main reason why cinema advertising is so attractive in Malaysia is in its multi-cultural background and races. This provide more opportunities in advertising as people are watching movies in English Language, Bahasa Malaysia and Chinese, among others.
What is the cinema media market like?
Between 2013 and 2015, there has been a steady 6 to 7 players in the market. This has not changed much as it is not an easy market to enter. The major names in cinema entertainment include:
The number of cinema halls meanwhile has been increasing as well. In 2013, there were about 800 halls available which increase to about 850 a year later. This would then reach to almost 1,000 in 2015 and with more shopping malls opening ever since, the number would have snowballed. In terms of seats available, it has averaging around the 150,000 to 200,000 since 2013.
Is Cinema Advertising worth it?
For any advertiser, cinema would be a good platform to reach your audience if your target is there. No other media gives you the type of attention span that cinema can. It is one of the most suitable media to use if you want your customer’s undivided attention. After all, the adex for ciname has been quite promising.
In 2013, it was around RM38 million which then increased to close to RM45 million a year later. By 2015, cinema adex would have hit almost RM64 million. Analysts believe that this will only continue to grow as social media has created a strong following among consumers worldwide about new movies. This would create anticipation which would then give rise to more opportunities for advertisers.