Ads Everywhere at the Movies

For the 70 percent of Swedish moviegoers who start their experience on the web at sf.se, the ad experience begins there already. Next, in the theater lobby along with the usual posters, advertisers also might have product samples, demonstrations (such as computer games), free candy or even a car that's been driven through the front doors. Once inside the actual theater, there can be advertiser-sponsored events — you could win a drawing with your ticket number. Then come the traditional commercials. Before leaving, Swedish viewers at SF theaters can even take home a copy of the magazine Film på Bio to read about upcoming films.

"We usually speak about a 360-degree concept," says David Bonnier, CEO for SF Media. "When advertisers buy a commercial spot from us, they have access to a full package — three and a half hours of exposure."

SF Media is at the heart of the Swedish film industry, located in the Stockholm suburb Råsunda where the Swedish film industry was born. Parent-company SF Bio and fellow subsidiary Svensk Filmindustri are also located in Råsunda, along with other film companies such as Fox and United International Pictures.

SF Media's main job is to sell advertising spots, above all for the big screen. But for the last four years it has produced filmed advertisements, mostly for local advertisers but increasingly for the entire country as well. The offering is attractive: Advertisers without the capability to make their own movie theater commercials get not just a good price on film production, but a commercial for use in other media as well.

"I like to say we should be an Ikea of advertising film production — high quality at reasonable prices," says David Bonnier, who would like to see more Bonnier companies using the cross-promotion contract for cooperation with SF Media.

In an interview with Dagens Media you said you thought 2010 would be a record year for SF Media. What makes you so optimistic?

"There's nothing strange about it. Our previous all-time high was 2008, and the past year we nearly reached the same level, despite it being a very bad year for ad sales. We managed to take market segments by hiring more sales staff, improving competence, reorganizing and pushing hard, so we are well-prepared for 2010. And we think media agencies look at us from a different angle than before."

Today we are inundated by ads everywhere. Do movie theater commercials really have the same power to sell that ads in other media do?

"Yes, I believe they do. People arrive in time to see the commercials, and 84 percent of all moviegoers are in the actual theater when the commercials are shown. Our research shows that commercials shown at movie theaters are the only media with real penetration. Movie theater commercials achieve more than 70 percent in terms of recognition and understanding of message among viewers, and no other media comes even close. But clearly it should be even more attractive — in the long run we would like to have exclusively commercials produced only for movie theaters."

What are the biggest trends for movie theater ads?

"3D naturally, a Swedish 3D ad premiered at the movies in November 2009. There's a lot to do. I think we'll see more advertising that uses sound better — I've seen a commercial for whiskey with a black screen that consisted only of sound. And I believe we'll see more creative ideas. Folkoperans ad with live opera singers in the theater is a Swedish classic — I'd gladly see more of that."