Cinema advertising: give product placement a try!

Cinema advertising: give product placement a try!

A product presentation imbued with feeling!

Have you ever considered trying advertising at the cinema, and more specifically, product placement there? Going further than traditional means of communication, this technique makes it possible to add an emotional dimension, which is bound to have a lasting impact on customers. Remember, the idea here is all about doing a product presentation around the film, not incorporating it directly into the script… An explanation follows. 

What is product placement at the cinema all about?

Product placement is a technique in cinema advertising that involves demonstrating or talking openly about a product or brand in a film. Either visual or aural in nature, it can be made more or less subtle, depending on what the advertiser and the film-maker agree in advance. A distinction should be drawn between product placement and brand integration, with the latter focusing on the brand itself.

Among the best-known examples of product placement are the Nokia phone used by Neo in The Matrix, the pair of Nike trainers with self-tying laces (Nike Mag) in Back to the Future and the famous “Reese’s pieces” from E.T. Legend has it that Steven Spielberg had approached M & M’s about a product placement in his film, but the company said no, thus enabling the rival brand to increase sales of its product by 67%!

When it comes to brand integration, the courier company FedEx did very well out of the movie Cast Away, James Bond couldn’t exist without his Aston Martin, his martini and his Omega watch… the list goes on.

But product placement can also take place around a film…

How should you go about orchestrating this kind of cinema advertising?

With Kinepolis Business, you can also engage in some advertising in Luxembourg aimed at all the visitors to the complex, by following the same template. To do this, there’s no need to appear in the film: you can get people’s attention through their ‘peripheral vision’, while benefiting from the emotion associated with this kind of targeted communication.

Why not take advantage of the release of an action movie to come and exhibit your latest quad-bike models, or the latest model by a big car manufacturer? When a kids’ film is on release, why not use one of the stands we can supply to exhibit your games and toys? The range of advertising activities open to you is extremely large!

Remember, this type of product placement is different from sampling opportunities, which involve giving out money-off vouchers or samples. These types of activities generate less interaction with the public, however, and do not last as long as a campaign rolled out over a number of weeks, which will live long in the memory…

Don’t hesitate to get in touch with the vastly experienced consultants at Kinepolis Business to talk about your cinema advertising project! Once you have given them a brief introduction to your products and clearly defined your expectations, they will send you some proposals, directly linked to the upcoming film releases, so that you can decide at your leisure which options would be best for you.

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By Amandine Schosseler

Kinepolis is a leading player in Europe and has cinemas in Luxembourg in Belgium, France, Spain, Switzerland, Poland and most recently in Canada. In addition to its film business, 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 a personalized follow-up through the solutions proposed by Kinepolis: conference rooms, seminar rooms, private screening with or without reception, advertising, sponsorship, …

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