Cinema Advertising: The Evaluation of Theaters as an Advertising Media in Turkey Sample

As an important advertising media cinema advertising is increased its efficiency in terms of both cinema sector and marketing sector. Cinema advertising as an media is performed by not only as a screen advertising but also as a part of sponsorship and promotion. Especially cinema advertising is evaluated as an important advertising media in USA. Cinema advertising income ranks third in revenue streams behind ticket sales and concessions in USA. In this context, measured in terms of year-over-year revenue growth, cinema advertising proved to be one of the fastest-growing media in 2008. After 2000' s growing number of movie and cinemagoer lead the advertiser to put much more money for cinema advertising in Turkey. As a Result of this, the revenues acquired by cinema advertising increased each year as compared with other media. The process of cinema advertising is perfomed by marketing the advertising spaces to the companies which have operations in cinema marketing and advertising sector. Advertisers mostly prefer the theaters which are positioned in the metropolises. For screen ads which is one of the practices of cinema advertising, advertisers prefer the domestic and foreign movies which are expected to get high box office gross. Especially the increasing interest of moviegoers towards domestic movies after the second term of 2000s, advertisers prefer Turkish movies much more than foreign movies for screen ads. And also nowadays as well as screen ads, the other practices of cinema advertising such as off-screen promotions including, sampling, special events and concession-based and lobby-based promotions are increasing. Analyzing cinema advertising as an advertising media at all points and evaluation the position of the cinema advertising in terms of advertiser and cinema sector in Turkey is the starting point of this study. Cinema advertising process, problems encountred in this process and cinema advertising practices in Turkey is revealed by means of information obtained via interview with specialists who work in the cinema advertising.