Why choose cinema advertising for your campaigns?
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Let the cinema magic unfold
How would you like to captivate your audience and make your message unforgettable? Cinema advertising is designed to leave a lasting impression. Thanks to the unique emotional impact of cinema, a commercial projected on the big screen combines stunning visuals, immersive sound, and total engagement to deliver your message with power and creativity. Feel free to explore RMB’s multiple solutions to reach your target audience in the best possible conditions and maximize your campaign’s impact.
Annual cinema audience (Belgium)
Moviegoers aged 16-44
Moviegoers in Social Groups 1-4
Create an immersive advertising experience
Imagine your ad displayed on a giant screen, paired with immersive sound. Each viewer is in a distraction-free environment, ready to receive your message in a positive mindset. Whether you are a local, regional, or national advertiser, cinema screens can provide optimal broadcast quality and full audience attention.
Movie theaters attract a broad audience in a premium environment. If you are looking to engage a broad audience, cinema advertising is one of the best solutions to enhance the visibility and awareness, of your brand, service or product. Also, the volume of ads shown in cinemas is limited, so each spot has a greater impact. Finally, cinema advertising guarantees optimal exposure for your message: while 88% of viewers are seated before the commercial begins, cinema ads cannot be skipped.
Cinema advertising is a powerful way to generate interest in a product or brand by delivering engaging content that encourages audiences to learn more. Viewers are not just receptive—they’re captivated. Why? Because cinema ads are perceived positively and are non-intrusive, seamlessly blending into the entertainment experience. In fact, 68% of people say they prefer to watch ads in cinemas. Plus, cinema ads benefit from the immersive atmosphere of the theater, where audiences are in a favorable, positive mindset. With cinema advertising, you can boost the impact and positivity of your message!
In cinemas, audiences are in a controlled environment, free from distractions like phones or other interruptions. Ads are shown just before the movie, when attention is at its peak. With the impressive size of the screens and cutting-edge audio systems, your commercials take on a whole new dimension. Cinema advertising amplifies emotions, making your messages more impactful. The immersive cinema setting, combined with the full attention of the audience and the high emotional impact of ads on the big screen, ensures increased retention of your campaigns. With a 75% recall rate (Beta score from Morgensztern), cinema advertising boasts the highest memory score across all media—three-quarters of cinema viewers remember the ad message after just one viewing.
When and how to broadcast your cinema ad?
RMB is the media sales house for the UGC Belgium group, which manages ad placements across 7 cinema entities : 2 in Brussels (De Brouckère and Toison d’Or) and 5 in Flanders (Aarschot, Antwerp, Lommel, Mechelen, and Turnhout). Now picture this: in total, with RMB, your commercial can be displayed in 74 theaters, reaching over 14,622 seats.
You have several options. You can choose to broadcast your ad across all UGC Belgium cinemas or target specific ones based on geographic zones, known as ‘Cineparks’:
- Cinepark All (7 cinemas)
- Cinepark Brussels (De Brouckère and Toison d’Or)
- Cinepark Flanders (Antwerp, Aarschot, Lommel, Mechelen, Turnhout)
- Cinepark Antwerp
- Cinepark Other NL Locations (Aarschot, Lommel, Mechelen, Turnhout)
Cinema ad campaigns typically run for one or more weeks, from Wednesday to Tuesday. Two broadcast rhythms can be chosen:
- full tempo: your ad is shown before all screenings in selected theaters.
- half tempo: your ad appears before half the screenings, spread over two consecutive weeks.
With RMB, your media sales house for cinema, you have the opportunity to reach a qualified audience through precise targeting. The targeting options are as follows:
- Default: all movies in the selected Cinepark
- Families with children
- Adults
‘Cherry Picking Movies’ (+20% cost): you can select specific films based on genre, target audience, or blockbuster potential.
How much does cinema advertising cost?
The cost of cinema advertising depends on several factors. The price varies with the ad duration (5-180 seconds), the number of selected theaters (Cinepark choice), and the campaign week chosen. Pricing is based on a CPM (Cost Per Mille) that adjusts weekly according to cinema attendance rates. Of course, some weeks attract more viewers than others.
With RMB at your side, you can easily tailor your campaign to your budget and objectives. Cinema advertising ensures an optimized cost per attention—you pay for genuine audience engagement.
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What extra benefits does cinema advertising offer?
You know it, Cinema provides a premium environment for high-impact ads. But there’s more! It also provides a unique stage to shine a light on your brand:
- A platform for creativity: Cinema is a highly flexible medium, both in terms of ad formats and on-the-ground activations. Through its Content & Creativity team and its content agency Slice, RMB harnesses the full creative potential of cinema to amplify your campaigns directly in theaters, whether through promotional events, activations, influencer collaborations, and more. Additionally, UGC Belgium is widely recognized as an event-driven brand (exclusive premieres, thematic cycles, retrospectives, and festivals, etc). You are looking for a tailor-made on-site activation? Stop looking, with RMB, anything is possible!
- Harnessing data for smarter targeting: today, the vast majority of cinema tickets are purchased online. With the expertise of its VIBE unit, RMB leverages booking platform data to create targeted audience segments, ensuring more precise consumer outreach among UGC moviegoers. You can then gain deeper insights into cinema audiences—their profiles, preferences, and behaviors—to boost the effectiveness of your campaigns!
Cinema advertising is great. Pair it with another medium, it’s even better!
Cinema advertising is a highly effective format on its own. When used in a cross-media approach—combined with video, audio, or display ads—it becomes even more powerful and impactful.
