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The special status of cinema advertising

The impact of motion design ad campaigns

Motion design_business.kinepolis

The big screen is no ordinary advertising space: the viewer, more receptive than at any other time, is ensconced in his or her seat and has every chance of retaining the message of a brand’s ad. Some brands, such as Uncle Ben’s, are eager to embrace the codes of cinema to make their mark on viewers, while playing on the latest trends, as in the case of their motion design ad campaign, strongly inspired by the works of Tim Burton…

Current expectations for an ad at the cinema

Sitting comfortably in the cinema auditorium, viewers know they are about to see the film they have chosen, and accept everything that is shown on screen, including trailers and ads. Although they might have a chat with those seated next to them, they are less likely to be distracted than they are at home, in front of the TV.

Plunged into darkness, eyes fixed on the big screen, viewers will find it hard to ignore the ad, not to mention the dolby surround sound, another attention-grabbing aspect (which also makes it hard to have a conversation). These conditions, taken together, are extremely favourable for memorising the message broadcast by brands…

But how can you make sure that the viewer remembers them once the cinema trip is over? Among the avenues explored by brands, some have chosen to borrow the codes of this medium, while using innovative processes (motion design), to offer viewers a highly entertaining ad that will really remain in the memory.

The success of the motion design campaign by Uncle Ben’s 

Creating an element of surprise is a key factor when it comes to ensuring that viewers remember the message of a cinema advert. The ad campaign shot in motion design by Uncle Ben’s was particularly good at this: a visual surprise, borrowing from the aesthetics of Tim Burton – and more specifically, from the hand-stitched animated puppets in his film ‘9’.

At the cinema, the initial shock created by Uncle Ben’s works comes through a rupture with the aesthetics of ordinary ads. In their captive and receptive state, viewers are taken on a journey through good storytelling, with puppets, strings and paper capable of being vehicles for emotions.

Today, motion design is frequently used in ads at the cinema: Mc Donald’s, Apple, Oreo, Maif, Volkswagen, Axa, Nespresso, Ikea, Lidl, the list goes on. Whilst the technology may be commonplace, it never disappoints, even if it requires working hard on the content to set yourself apart from your competitors. Don’t lose sight of the fact that the goal is still the same: when the film is over, the viewer must remember your brand, right?

For support in broadcasting a motion design ad like Uncle Ben’s ( or a completely different one) for cinema, contact a member of the Kinepolis team! We’ll listen to your objectives (targets, frequency of broadcast, etc.), and help you optimize its impact with the help of our advertising department.


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By Amandine Schosseler

Kinepolis is a leading player in Europe and has cinemas in Luxembourg, Belgium, France, Spain, Switzerland, Poland and most recently in Canada. Besides its cinematographic activity, Kinepolis is also active in the field of advertising and events.

Amandine has been supporting professionals since June 2013 with the aim of providing them with personalized follow-up through the solutions offered by Kinepolis: conference rooms, seminar rooms, private screening with or without reception, advertising, sponsorship, etc.

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