Due to the latest in digital technology, introduced to cinema by CineMARK, BMG Records were able to utilise all 57 of the digital cinema sites across the country, ensuring national reach and exposure. Each five minute music video was road tested across the country, moving from site to site on a weekly basis, carefully matched according to the particular movie screened and the expected audience makeup attending a particular movie. For example the latest Maroon 5 music video was screened with Hidalgo, Usher was screened with Spider-Man 2 and Sarah Mc Laughlan was screened with Callas Forever.
"Screening music videos prior to the commencement of the movie is a cinema first and not only provided excellent opportunities for BMG Records but gave audiences in attendance additional entertainment value," commented Virginia Hollis, Joint Managing Director, The MediaShop.
"BMG Records is very happy with this campaign, which is effectively reaching the intended target audience. By changing the selection of music videos played every week so that the music fits in with the genre of the new film released and projected audience attendance profile were keeping it entertaining. We see the campaign as a fantastic replacement for the no longer permitted cigarette advertising. In the old days people would watch the Rothmans, or Peter Stuyvesant advertisements that took people off to exotic destinations and supplied glamour and glitz, by introducing music video's we are adding a touch of additional entertainment to reel. The music videos screened are of exceptional quality and often cost millions of dollars to make," comments Mike Graham, Marketing Service Director, BMG Records.
