Legendary characters and stories are having a moment in film. Iconic pop culture video game Super Mario Bros. had a box office hit with its animated film amassing $1 billion globally earlier this year, meanwhile, Greta Gerwig’s highly anticipated new film Barbie, which is due for release in July, is projected to make at least $300 million. Later this year, we’ll also see the return of The Hunger Games franchise, as well as Roald Dahl’s Charlie and the Chocolate Factory musical prequel Wonka.
These films all have something in common - a rich history and a fan base that stretches over generations. Not only do they provide access to an existing audience - many of which have grown up with these characters - but with modern storylines they offer updated depths to characters for new generations with different values.
Brands have understandably made the connection that leveraging a film partnership can reap rewards, such as Gap’s collaboration with Mattel to launch an apparel partnership, the first being for its Barbie brand to coincide with the new film.
However, there are also enormous opportunities for brands to capitalise on the cinema experience itself and target audiences that can often be harder to reach. This is especially the case for younger generations, such as Millennials and Gen Z, the latter being ad-avoiders, with data from Bulbshare revealing that 99% of Gen Z will hit ‘skip’ on an ad if it’s an option.
Yet new data from FAME (Film Audience Measurement and Evaluation) shows that nearly half of those aged 16-34 in the UK describe themselves as heavy cinemagoers. With zero distractions, cinema is unique in its ability to command attention, meaning it is the ideal platform for brands to get creative with fun and engaging advertising that can resonate and inspire audiences when they watch their favourite characters come to life in the cinema.
Bold cinema creative is a golden ticket to success
Recent studies have proven that cinema ads dominate in the battle for consumer attention and are four to five times more effective than other advertising channels, making viewers more receptive to ads and remembering them.
The wonderful thing about advertising around films or franchises such as Barbie is the endless creative opportunities for brands across different sectors. Traditionally marketed as a fashion doll, the Barbie film is perfect for fashion and beauty brands to leverage, particularly with the film reflecting the new iteration of Barbie, which encompasses multiple hairstyles, skin and body types, making it relevant for all.
But with scenes showing Barbie taking her baby pink Corvette for a spin in the glittering American sunshine, the less obvious aspects can be given a chance to stand out. Automotive or travel brands could play into the themes of the film through engaging cinema ads that hint at recreating the dream-like Barbie lifestyle or paradise destination if they book a holiday.
And for films such as Wonka, which is scheduled for December this year, there are unavoidable perfect pairings. The fantastical world of eccentric chocolate factory owner Willy Wonka will no doubt open a plethora of opportunities for confectionary and grocery brands to advertise on screen, particularly with a fun and festive angle that builds on the anticipation of the season.
Brands can stand out from the crowd by using the intimate cinema environment to truly engage the senses – Gü did this in a recent partnership with 30 Pearl & Dean independent cinemas to launch its Indulgent Cinema with Gü campaign, which treated cinema-goers with a sample of its luxury desserts. A partnership such as this means advertising can be impactful, without it feeling unnatural or intrusive - giving brands a taste of sweet success.
Great storytelling on film has the power to fully transport an audience into a brand-new world. But this doesn’t necessarily have to just happen in the cinema when the lights go down and the ads and trailers roll. Experiential brand activations can extend this feeling of escapism – allowing audiences to see a new side of a brand and tell its story in an immersive and interactive way.
Take for example Jaguar and Everyman’s special 1920s-themed screening of Damien Chazelle’s Babylon, where guests were transported back in time to the glitz and glamour of the era. Working with the motifs of the film, Jaguar leant on the theme of opulence , chauffeuring attendees in style to the screening, giving film fans a taste of its latest F-pace luxury vehicle.
It’s Barbie’s world and brands are living in it!
From Barbie and Wonka to The Hunger Games and Indiana Jones, there’s a strong slate of films this year that feature iconic legendary characters and franchises that will attract audiences across generations.
Cinema is the ideal environment for brands to create engaging and innovative advertising that captures audiences’ attention while also adding to the viewing experience. Cinema creative appears on a big screen, and this requires big ideas too, especially when given the chance to advertise against such well-known characters and stories.
Leveraged in the right way, brands can be centre stage in creating a memorable shared experience with cinema audiences and potential customers, which can build genuine connections and memories that last.
By Kathryn Jacob OBE, CEO, Pearl & Dean
