NCM Entertainment Roundup – April 18, 2018

Learn to love yourself in I Feel Pretty.

Let’s talk about the top stories in Hollywood this week.

On Twitter, Ava DuVernay broke the news that Victoria Mahoney will be the second unit director for Star Wars Episode IX. Mahoney will be the first African-American woman to serve in any directing role for a Star Wars film. (Variety)

Cathy Yan will make history as the first female Asian director to helm a superhero film. Warner Bros and DC Entertainment have chosen Yan for a Harley Quinn spinoff based on the Birds of Prey comics. Production is scheduled to begin by year’s end or early next year after star Margot Robbie concludes her work on Once Upon a Time in Hollywood. (Deadline)

Steven Spielberg is also joining the DC Universe. The Ready Player One director will collaborate with writer David Koepp on an adaptation of WWII comic book hero Blackhawk. Spielberg is busy working on the fifth Indiana Jones installment and a remake of West Side Story. (Hollywood Reporter)

Speaking of Spielberg, the iconic director’s lifetime box office revenue passed $10 billion (when adjusted for inflation).  Spielberg now sits head and shoulders above the competition with Peter Jackson as his closest competitor with $6.5 billion. The Ready Player One director has helmed 32 films and counting. (Forbes)

DreamWorks revealed the title of the third and final How to Train Your Dragon film to be How to Train Your Dragon: The Hidden World. The movie will hit theaters in 2019 with a voice cast that includes Jay Baruchel, Cate Blanchett, Gerard Butler and Craig Ferguson. (Variety)

The Cannes Film Festival lineup was announced last Thursday. Asghar Farhadi’s Everybody Knows will open the festival, while notable entrants including Spike Lee’s BlacKkKlansman, Jean-Luc Godard’s The Image Book and Under the Silver Lake are also present. Lucasfilm’s Solo: A Star Wars Story will also be screening at Cannes, but will not be under consideration for any awards. Cannes Film Festival begins May 8. (Variety)

The Russo Brothers revealed that Carrie Coon voices Proxima Midnight in Avengers: Infinity War. Midnight is a member of the Black Order, Thanos’ inner circle of antagonists. The identities of the other “Children of Thanos,” with the exception of Loki’s Tom Hiddleston, have yet to be revealed. (Entertainment Weekly)

John Brolin confirmed that his Deadpool 2 character, Cable, will appear in four films. “We think about it in four movie terms,” said Brolin in an Empire interview. “We tried to think of Cable as a full arc, not just in [Deadpool 2], but in the trajectory of four films. That made it a lot more fun for me.” It’s not yet clear if the four films will be Deadpool sequels or the upcoming X-Force movies. (/Film)

Jackie Chan and Constance Wu will voice star in Wish Dragon, an animated re-telling of the classic genie in a bottle tale from One Thousand and One Nights. The film is projected for a 2019 release in China with US and International releases also planned. (Hollywood Reporter)

 

Click below to watch the latest trailers.

Going to the movies this weekend? Get there early to see Noovie! Find Noovie at a theater near you, and follow WhatsNoovie on FacebookTwitter and Instagram for more updates.

  • I Feel Pretty: A woman struggling with insecurity wakes from a fall believing she is the most beautiful and capable woman on the planet. Her new confidence empowers her to live fearlessly, but what happens when she realizes her appearance never changed?
  • Super Troopers 2: When a border dispute arises between the U.S. and Canada, the Super Troopers are tasked with establishing a Highway Patrol station in the disputed area.
  • Traffik: A couple off for a romantic weekend in the mountains are accosted by a biker gang. Alone in the mountains, Brea and John must defend themselves against the gang, who will stop at nothing to protect their secrets.
Posted in Entertainment

Cinema Plus Digital Advertising Improves Intent-to-Buy

In our last post about Nielsen and National CineMedia’s (NCM) co-authored study, Cinema Advertising and the Science of Capturing Consumer Attention, we explored the significant lift in brand awareness and message recall marketers can expect when combining their television advertising campaigns with cinema. If they take that one step further and combine cinema with digital advertising, it not only generates lift, but intent-to-buy as well.

To better understand how cinema and digital advertising impact one another, NCM analyzed  automotive client campaigns using the Nielsen Marketing Cloud’s In-Flight Analytics application. The goal was to see if the combination of these media moves people further along in the consumer journey, so the study[1] looked at NCM audiences exposed to cinema auto advertisements who were subsequently exposed to banner and video advertisements from the same advertisers across desktop and mobile devices.

The in-flight campaign analysis connected cinema exposure to subsequent digital actions taken by moviegoers that constituted evidence of car-shopper consideration[2] and intent-to-buy[3] information from consumer actions taken on endemic automobile sites (e.g. dealership sites, automotive media and product comparison sites), including anonymous car research and product comparisons, test drive requests and price quotes. The cinema advertising exposure was then matched with the aforementioned consideration and intent-to-buy data and compared with those of a pre-defined control group to identify lift. This journey analytics data was analyzed in real-time (e.g. as the “in-market” actions were taken) to support the clients’ in-flight campaign optimization efforts.

The results showed that the combination of cinema and digital advertising has a significant impact on auto advertisers’ ability to guide potential customers through the stages in the purchase funnel in an aggregate analysis across multiple auto brands.

In-consideration lift for mobile banners was +230% versus a control (e.g. those not exposed to a subsequent digital advertisement), while mobile videos saw a 350% lift. Intent-to-buy lift was 350% for mobile banners and 270% for mobile videos.

So while cinema advertising packs a punch in terms of generating brand awareness and message recall it really shines when combined with online and mobile advertising. Audiences come away from a movie experience with the advertisements they’ve seen top-of-mind, which gives advertisers an ideal opportunity to encourage them to take concrete steps towards making a purchase with digital reinforcement.

Another in-flight analysis was conducted for NCM, this time looking at a single auto-brand, and the results were equally encouraging. Mobile again did a great job of pushing audiences closer to making a purchase with a lift of 450% for in-consideration and 370% for intent-to-buy among the audiences tested. Desktop banners also see a big jump with a 240% lift in intent-to-buy.

One of the biggest challenges marketers face in today’s complex advertising environment is understanding how individual media channels impact consumer behavior and how these channels can more effectively work together to guide people through their purchase journeys. The better you are at generating brand awareness – at capturing consumers’ attention, which is an increasingly hard thing to do – the more effective you will be with subsequent advertising. Cinema advertising’s captive audience and engaging form-factor does an exceptional job of winning the attention of consumers.

Advertisers trying to get the word out and fill the top of their purchase funnels should consider the reinforcing brand awareness effect cinema and digital have on each other. Mobile and online advertising – especially video advertisements – subsequent to an in-theater exposure, led to big increases in purchase intent (e.g. consideration and intent-to-buy) for the automobile advertisers analyzed in this report.

For more information about cinema’s impact on brand awareness and message recall, click here to read and download the full report.


[1] Nielsen Marketing Cloud – In-Flight Analytics and NCM 2017 – Confidential & Proprietary Copyright © 2018 The Nielsen Company.

[2] Consideration is a subsequent ‘interest’ action – defined by the client– taken by a person exposed to an in-theater automobile advertisement such as visiting an auto dealer-site visit, engaging with a digital advertisement (online, mobile, search, etc.) or vehicle simulator.

[3] Intent-to-buy is a subsequent ‘ready-to-buy’ action – defined by the client – taken by a person exposed to an in-theater automobile advertisement such as requesting a test drive, scheduling an appointment or asking for pricing on a dealer site.

Posted in Ad Industry, Insights

NCM Entertainment Roundup – April 11, 2018

Big meets bigger in Rampage.

Let’s talk about the top stories in Hollywood this week.

Warner Bros. is developing a Batgirl film with Christina Hodson signed on as screenwriter. Hodson penned the script for upcoming Transformer spinoff Bumblebee. Joss Whedon was originally tapped to write, but left the project in February after failing to come up with a story. (Hollywood Reporter)

After Steven Spielberg and Harrison Ford reunite for Ford’s final Indiana Jones film in April 2019, Spielberg stated that he’s open to reprising the role with a female lead. A strong advocate of the Time’s Up campaign, Spielberg hopes that Indiana “Joan” could help enforce gender equality in Hollywood. (Hollywood Reporter)

He’ll be back. The next Terminator film, currently untitled, will open on November 22, 2019. Arnold Schwarzenegger will reprise his role as the star cyborg with Tim Miller directing and James Cameron producing. The film was originally scheduled for release on July 26, 2019. (Deadline)

Melissa McCarthy and Ben Falcone are teaming up again for action comedy Super-Intelligence. McCarthy’s husband Falcone will direct the film, the couple’s fourth collaboration in an actor-director capacity. Their latest collaboration, Life of the Party, hits theaters May 11. (Hollywood Reporter)

Dwayne “The Rock” Johnson anticipates filming for Warner Bros.’ Black Adam to begin in 2019. Johnson will play the titular character who will eventually face off against hero Shazam in a future DCEU film. “The script came in, it’s great, we’re working on it,” said Johnson of Black Adam preparations. “If things come together in the way we anticipate them coming together, that feels like a 2019 movie, in production.” (Yahoo Movies)

Eagle-eyed fans may have noticed a hidden character in the latest Solo: A Star Wars Story trailer (link below). Tam Posla, a bounty hunter, can be found in the background of a conversation between Han Solo (Alden Ehrenreich) and Lando Calrissian (Donald Glover). A slightly obscure presence in Rogue One: A Star Wars Story, Posla has connections to Star Wars: A New Hope, in particular two characters (Dr. Evanzan and Ponda Baba) he’s hunting who hassle Luke Skywalker at the Mos Eisley cantina. (/Film)

Co-director Josh Cooley made it official: Toy Story 4 hits theaters June 21, 2019. Jonas Rivera will co-direct the project with Cooley after Pixar head Jon Lasseter stepped down and Rashida Jones left the project over “philosophical differences.” (Moviefone)

Damian Lewis will portray former Toronto mayor Rob Ford in Run This Town, a drama about, according to Hollywood Reporter, “a reporter (Ben Platt) who attempts to expose a scandal involving a politician (Ford) who doesn’t play by the rules.” The story will play out over the last year of his mayoral term. (Hollywood Reporter)

Matthew McConaughey’s White Boy Rick has been pushed to release wide September 21 this year, a month after its original August 17 release. The film is set in 1980s Detroit and based on a true story of “a blue-collar father (McConaughey) and his teenage son, Rick Wershe (Richie Merritt), who became an undercover police informant and later a drug dealer, before he was abandoned by his handlers and sentence to a life in prison.” (Variety)

Click below to watch the latest trailers.

Going to the movies this weekend? Get there early to see Noovie! Find Noovie at a theater near you, and follow WhatsNoovie on FacebookTwitter and Instagram for more updates.

  • Rampage: Primatologist Davis Okoye shares an unshakable bond with George, the extraordinarily intelligent gorilla who has been in his care since birth. But a rogue genetic experiment gone awry transforms this gentle ape into a raging monster. As these newly created monsters tear across North America, destroying everything in their path, Okoye teams with a discredited genetic engineer to secure an antidote, fighting his way through an ever-changing battlefield, not only to halt a global catastrophe but to save the fearsome creature that was once his friend.
  • Truth or Dare: A harmless game of Truth or Dare among friends turns deadly when someone — or something — begins to punish those who tell a lie or refuse the dare.
  • The Rider: After suffering a near fatal head injury, a young cowboy undertakes a search for new identity and what it means to be a man in the heartland of America.
  • Beirut: Caught in the crossfires of civil war, CIA operatives (Rosamund Pike, Dean Norris) must send a former U.S. diplomat (Jon Hamm) to negotiate for the life of a friend he left behind.
Posted in Entertainment

Cinema And TV Are A Winning Combination

Our last post about Nielsen and National CineMedia’s (NCM) co-authored study, Cinema Advertising and the Science of Capturing Consumer Attention, covered the incredible spending power of movie audiences. And while cinema alone is a very effective way to reach this affluent audience in search of premium brands and experiences, when an advertiser combines television advertising with cinema, it becomes a true winning combination.

In one TV Brand Effect study with NCM, Nielsen analyzed six years (2011 to July 2016) of on-screen advertising and TV data to determine if a combination of cinema and TV advertising impacted brand memorability and likeability metrics for the Financial ad category. Ad memorability improved by 32% when audiences were exposed to both TV and cinema advertisements. Brand memorability doubled, message recall increased 165%, and advertising likeability rose over 162% compared to TV alone (Figure 1).

tv and cinema advertising performance financial category

This analysis was then extended to multiple advertiser verticals to see if the cinema + TV combination worked as well for other ad categories. The study again showed higher ad memorability and likeability scores than TV alone. Brand memorability enjoyed a 69% lift, message recall improved 105% and likeability was up 107% compared to TV alone (Figure 2). This shows that regardless of product category, advertisers can expect improvements in their campaign performance metrics when combining cinema and TV advertising.

tv and cinema advertising performance cross category

For more information about cinema’s impact on brand awareness and message recall, click here to read and download the full report.

Posted in Ad Industry, Insights

NCM Entertainment Roundup – April 4, 2018

John Krasinski must stay quiet to survive in A Quiet Place.

Let’s talk about the top stories in Hollywood this week.

Avengers: Infinity War directors Anthony and Joe Russo released a statement yesterday asking that fans avoid spoiling the plot of the upcoming Marvel film when it hits theaters April 27. “We’re asking that when you see Infinity War, in the coming months, that you maintain that same level of secrecy so that all fans can have an equal experience when they watch it for the first time,” reads the statement. (Twitter)

Marvel released new character posters for Avengers: Infinity War. In total, there are 22 posters, each with an individual hero from the upcoming film. Only Rocket and Groot from Guardians of the Galaxy are pictured together. (Twitter)

Filming on Creed II officially began Monday. Rocky star Sylvester Stallone shared the news in a behind-the-scenes video on Instagram. Michael B. Jordan will return to reprise his role as Adonis Creed. The sequel hits theaters November 21. (Collider)

Adam Sandler will star in Uncut Gems, a new film directed by the Safdie brothers for A24. The film will be produced by Scott Rudin and Eli Bush who most recently worked with A24 on Lady Bird. No details about the plot or release date have been revealed. (Deadline)

Universal has hired Dan Mazeau to write a new draft of sci-fi thriller Armada, based on Ernest Cline’s 2015 novel. Cline, who authored Ready Player One and co-wrote the screenplay, will remain in collaboration with Mazeau and producers on the forthcoming draft about an online video game in which players defend against an alien invasion that soon becomes real. (Variety)

Octavia Spencer has signed on to executive produce the independent anti-slavery movie Mumbet. The film is based on the book A Free Woman on God’s Earth by Jana Laiz and Ann-Elizabeth Barnes. Mumbet, also known as Elizabeth Freeman, was the first enslaved African American to file and win a freedom suit in Massachusetts in 1781. Filming will take place in the area where the story unfolded in the Berkshires of western Massachusetts. (Variety)

The writers of last year’s Jigsaw, Pete Goldfinger and Josh Stolberg, are reconvening to pen Saw 9. The Saw franchise’s latest film grossed over $102 million worldwide from a budget of only $10 million. (ScreenRant)

During a recent Awesome Con appearance, John Boyega revealed that he has been in talks with Marvel to take on a role in the MCU. Boyega was reportedly asked to play Blade, but revealed that he would never take the role away from Wesley Snipes. Other meetings have taken place that could position the Star Wars actor for a different role in the MCU, but not soon. (CinemaBlend)

Vanity Fair released new photos from Robert Pattinson’s High Life. In the film, Pattinson portrays a convict on a mission to find an alternate energy source near a black hole. The film does not have a release date yet, but fans hope it will make an appearance at the Cannes Film Festival. (Dark Horizons)

Click below to watch the latest trailers.

Going to the movies this weekend? Get there early to see Noovie! Find Noovie at a theater near you, and follow WhatsNoovie on FacebookTwitter and Instagram for more updates.

  • Blockers: Three parents try to stop their daughters from having sex on Prom night.
  • A Quiet Place: A family is forced to live in silence while hiding from creatures that hunt by sound.
  • Lean on Pete: A teenager gets a summer job working for a horse trainer and befriends the fading racehorse, Lean on Pete.
  • Chappaquiddick: Depicting Ted Kennedy’s involvement in the fatal 1969 car accident that claims the life of a young campaign strategist, Mary Jo Kopechne.
Posted in Entertainment

NCM Moviegoers Have the (Purchasing) Power!

In our last post about Nielsen and National CineMedia’s (NCM) co-authored study, Cinema Advertising and the Science of Capturing Consumer Attention, we looked at the opportunity advertisers have to cut through the noise of over 5,000 daily brand exposures at the movies with cinema advertising’s winning combination of brand awareness and message recall.

But movie audiences also have another kind of power – purchasing power! NCM’s audiences are affluent consumers with heightened income – they’re four times as likely to earn $250,000 or more – which makes them especially desirable to high-ticket brands in key categories.

Take auto-makers and dealers for example – compared to the general population, NCM movie audiences are twice as likely to own newer cars, and 70-80% more likely to have a budget for a new car purchase of $40,000 or more.

NCM audiences also prefer premium retail experiences, compared to audiences who are heavy TV viewers. They shop at luxury retailers like Nordstrom and Coach 90% and 127% more, respectively, than TV viewers. When looking for a place to stay on vacation or business travel, NCM’s moviegoers are twice as likely to stay at a five-star hotel, opting for a higher-quality experience compared to the general population.

Movie audiences also have an increased preference for premium food brands and grocers. For instance, NCM movie audiences are 2.5 times more likely to purchase Stonyfield brands and are 120% more likely to purchase high-quality food brands like that at Trader Joe’s and Whole Foods. When they are not in the mood to shop for groceries, they are more likely to turn to Blue Apron or similar delivery services at 1.5 times the rate of other audiences.

For more information about NCM’s affluent movie audiences, click here to read and download the full report.

Posted in Ad Industry, Insights