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The evolution of the film poster for OOH

Described as a “UK media first”, cinema showtimes have been integrated into ads displayed across Clear Channel’s 244 Malls Live screens.

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The OOH advertising tool displays up-to-date showtimes for cinemas within a five-mile radius to the signs

To celebrate the launch of Peter Rabbit 2, the campaign is being run in collaboration between FindAnyFilm.com, The Industry Trust for IP Awareness, Sony Pictures Releasing, Powster, and Clear Channel.

Nihal de Silva, entertainment client partner at Clear Channel describes the advertising tool as “the evolution of the film poster for OOH [out-of-home]”.

The tools used to launch this advertising campaign are powered by the FindAnyFilm.com database which was created to support the work of The Industry Trust. This includes supporting customers looking to find content to watch and fighting infringement behaviours.

With cinemas being closed for the best part of a year due to the Covid-19 pandemic, cinemas and film producers will need to do all they can to boost revenue as venues open once again.

Our insights over the last year have made one thing very clear: audiences miss cinema

The inclusion of showtimes across its digital signage has been described by Clear Channel as adding another layer to Sony Pictures Releasing’s media campaign. The screens are updated and show the next available screenings of Peter Rabbit 2 within a five-mile radius of the signage.

Egidio Rodrigues, account director of Powster believes dynamic advertising such as this will help encourage audiences to return to cinemas.

Liz Bales, chief executive of The Industry Trust agrees. She says: “Our insights over the last year have made one thing very clear: audiences miss cinema. FindAnyFilm.com exists to help consumers find safe and legal ways to watch the films they love, from the big screen to disc, digital and subscription services.

“These fantastic new tools, designed and built by Powster in collaboration with Clear Channel, powered by the data from the FindAnyFilm industry-owned database, will play a huge and exciting new role, first for Peter Rabbit 2, and then for subsequent new cinema releases, by helping on-the-go consumers take advantage of the next available screenings closest to them.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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