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This topic comprises 6 pages: 1 2 3 4 5 6
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Topic: Cost Of Newspaper Advertising
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Barry Floyd
Phenomenal Film Handler
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Posts: 1079
From: Lebanon, Tennessee, USA
Registered: Mar 2000
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posted 12-10-2007 01:56 PM
We "were" advertsing in the big Nashville newspaper via the studio co-op ads, and they actually did work very well for us. However, in the spring of 2007, it seems all of the studios went to some generic "See Local Listings for a Theatre Near You" tag line at the bottom of the ads as opposed to listing the individual theatres showing that particular movie. We liked the co-op ads. It costs us 1 1/2% - 2% of the box office gross. If the movie did well for us, we paid more, if it tanked, we paid hardly anything, but the consistancy of being in the display ads was well worth more than anything we ever paid for.
Being a drive-in, we're a little different than your typical indoor theatre. Alot of times people will come to our place to catch the "Drive-in experience" and don't really care what we're playing... not always but sometimes.
The local daily newspaper here in town doesn't really reach alot of folks via subscribers, but they have a "super Tuesday" edition which gets mailed to every household and business in the county. We always advertise on Tuesday for the coming Friday's schedule, and usually on Friday and Saturdays as well.
In 2008, we're probably going only with the Tuesday edition of the local paper, cutting out a few of the small weekly's, running a standard genric ad in the Nashville paper, and buying a highway billboard for the months of April thru August.
The best advertising dollars we spend are on our website and our weekly movie email list.
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Wayne Keyser
Master Film Handler
Posts: 272
From: Arlington, Virginia, USA
Registered: May 2004
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posted 12-11-2007 11:52 AM
"Is the ad bringing you that much money?" (#100+ / day)
Yeah, I'd say that was pretty certain. We're talking about a major metropolitan area, one of the major markets in the nation measured either by population or commerce. And people look in the newspaper for showtimes.
As the use of the internet as a directory stands today, I'd guess that it takes a regular and dedicated user to depend solely on the web for such information. People don't just want showtimes, they want COMPARATIVE showtimes (2, 4:30 and 7 here, 3, 5:15 and 7:30 there, matched with how far they have to go and what their other plans are...) as well as COMPARATIVE listings (the times here for one feature don't work for me, so what else is playing here?). That's a newspaper entertainment ad section in a nutshell ... unless there's an equally-useful multi-theater listing online (and guess where those kinds of online listings live? Right ... newspaper websites.)
Where I live (Washington DC area) the Washington Post is the "500 pound gorilla". There are alternative publications, but I don't even know whether showtimes are advertised in them. As a heavy internat user, I get my showtimes from the Post because both types of comparative searches are available on the Post website, but I don't know if the guy down the street knows about that way of looking, or if those listings would still be there for theaters that didn't pay for print ads. I'm quite sure that online listings of such efficacy are, at the moment, exclusively found at newspapers with fairly sophisticated web presences (what's going to be true tomorrow may be different). For that reason, I think you'll still find it necessary to pay for the ad.
Moreover, I still sometimes find myself looking around a street for a newspaper box, because I have no idea of trying to access that sort of information from my cel phone or whatever. And don't even mention trying to find all the information you want from the annoying 5-minute-long telephone recording ("times for Debbie Does Dallas in theater 15 are...") - I never could stand listening to those at any time.
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