Nielsen Wire » movie marketing

Reaching The Hispanic Moviegoer

Nielsen Wire — Mon, 20 Jul 2009 15:12:38 +0000

In the early days of the Silver Screen, immigrant characters were not necessarily embraced. Indeed, it wasn’t until Margarita Cansino changed her name to Rita Hayworth did she hit the big time. Today, such a move would not be necessary, as attracting Hispanics is one path for a movie to become a blockbuster. While Latinos make up about 15 percent of the U.S. population, they represent 28 percent of today’s heavy moviegoers. Almost half of Latinos age 12 to 34 watch 11 or more movies a year (compared to 7 for whites and 8 for African-Americans), and half like to see movies within the first 10 days of release.

So what are they watching? Family and action adventure films are popular, but Hispanics command the highest share of audience in the horror/thriller and romantic comedy genres. And they are not just going to the cinema; Hispanic households are 24 percent more likely to purchase DVDs than the average American household.

By understanding the unique consumption habits of Hispanics, the movie industry can tailor a portion of its advertising to a box office constituency that can build brand awareness and success for movies to come. Read more about the movie-going habits of Hispanics in the current edition of Consumer Insight.

Advertising Can Make Or Break A Movie

Nielsen Wire — Thu, 04 Jun 2009 14:02:34 +0000

Slumdog Millionaire, the Oscar winner for Best Picture in 2008 was not a summer blockbuster. Nor were any of the other nominees in that category. But they all had a couple of things in common: they were primarily advertised in the second half of the year with a concentration in the fourth quarter, and they were all released in the months of November and December. So while the summer blockbusters get a great deal of attention, it is those films that are released – and tend to advertise – during the last half of the year that get recognized by the Academy of Motion Picture Arts & Sciences, according to recent review by Nielsen.

A review of Best Picture winners over the past five years reveals that only one film – Crash, which took home the award in the 2005 – was released outside the fourth quarter (it was released in early May). But summer flicks hold their own when it comes to winning awards: the top 10 movies in 2008, based on advertising spending from May through August, included four films with nominations in other categories. Wall-E, which was ranked third after spending over $38 million in advertising during this period, was nominated in six categories – and raked in $63.1 million box office sales.

Read more about how advertising can make or break a film in the latest issue of Consumer Insight.

Movie Marketers, Meet Your Ideal Audience

admin — Mon, 06 Oct 2008 14:20:37 +0000

It may come as no surprise, but now the proof has arrived: males under 25 and females over 25 have almost polar opposite tastes in movies.

That’s one of many findings from Nielsen PreView’s new Movie Partnership Calculator, which allows marketers to match upcoming movie titles with specific demographic targets. The calculator uses survey data profiles from Nielsen Entertainment’s MarketNavigator to identify movies that are likely to resonate with key demographic groups.

For now, mothers and their young sons may struggle to agree on movies, but there’s hope for date night. According to Nielsen’s calculator, males and females under 25 share a taste for raunchy comedies and franchise horror flicks, like “Role Models” and “Saw V” — due in theaters later this fall.

Find out which movie audiences are likely to see future movie releases — go to Nielsen’s calculator.