Patch advertising has unique communication advantages and fierce market competition among all parties

With the development of the domestic film market in recent years, coupled with the annual increase in the box office of movies, the development of the patch advertising industry has also been given birth. Many viewers have complained before that it's hard to go to the cinema to watch a movie now and have to watch the advertisements for a while. It's really annoying." rdquo; Recently, Xi'an lawyer Chen Xiaomei sued a theater in Xi'an and Huayi Brothers Media Co., Ltd. for being dissatisfied with the patch advertisement more than 10 minutes before the screening of the movie "Tangshan Earthquake", which attracted the attention of all sectors of society. For this reason, some people commented that it was all caused by patch advertisements. Is this really the case?

The reporter learned through interviews that the rapid growth of movie box office is definitely good news for advertisers. Industry insiders analyze: At present, the audience of domestic films is mainly middle-and high-income white-collar workers and college students. They all have certain consumption power for general commercial products, and this is undoubtedly a huge business opportunity for product manufacturers.

Mr. Chen, the person in charge of an advertising company in Xi'an, told reporters: Patch advertisements are different from other general advertisements. They are placed in a relatively enclosed space, and the number of people watching the movie is large, and the communication effect is obvious. Think about it in the movie hall. Due to the dark light environment, the bright screen is undoubtedly the focus of all viewers 'attention, so it has industry advantages. Generally, before a movie is released, the audience's brain is in an excited state and their attention is relatively concentrated, so the communication effect is particularly good. rdquo; He also revealed that advertising is more casual in terms of the length of release time. As long as you communicate well with theaters and film companies, the advertising time can be selected at will, and the operation is more flexible." rdquo;

Zhao Lu from the Planning Department of Xi'an Wanda Cinema said that the current patch advertisements can be roughly divided into three categories. ldquo; The first category is accompanying advertisements, which are advertisements that theaters carry when they get a copy of the movie. Its operator is generally the distributor of the movie, and our theaters only show it; the second type is outsourcing advertising, which is generally operated by advertising companies, commercial customers pay for it, and theaters show it; the third type is where theaters directly deal with some fixed businesses. Advertisements are shown after reaching an agreement. rdquo;

Recently, Art Consulting, the country's largest entertainment industry research institution, released a research report saying that the size of China's film patch advertising market will reach 420 million yuan in 2010, an increase of 82.6% over last year. It is expected to reach 940 million yuan by 2012, which is three times that of new media advertising such as the Internet. Such a large market space will naturally attract many people to intervene. According to Mr. Chen's understanding, publishers, exhibitors, and advertisers are currently competing for the patch advertising market.

When playing accompanying advertisements in a movie copy, the movie distributor will pay the theater a certain fee, and the outsourced advertisements will be divided by the theater and the advertising company in a certain proportion. Some advertisements created by the theater themselves are mainly local. But mainly speaking, the longest ones are usually the accompanying advertisements and movie trailers that are copied. So from this perspective, its market prospects are generally optimistic. Film distributors and theaters are seizing this position, and we only have a small advantage." rdquo;

The reporter visited a number of theaters in Xi'an and learned that most viewers were very disgusted with the patch advertisements before the movie was screened. Xiao Li, who works in a state-owned enterprise, has this opinion: Nowadays, you must watch advertisements before watching movies, especially when some blockbuster advertising lasts for nearly half an hour. All good time is wasted, which is really wrong. rdquo;

The reporter learned that in fact, as early as 2004, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce jointly issued the "Notice on Strengthening the Management of Film Patch Advertisements" clearly stipulated that film patch advertisements must not occupy film screening time, and theaters must publicize the screening time of the patch advertisements. Without the consent of the film copyright owner, no unit may arbitrarily carry or delete advertisements. At the beginning of 2009, the State Administration of Radio, Film and Television issued another notice, requiring that post-screen advertisements and pre-screen advertisements should indicate the advertising time on the ticket face, and that no advertisements should be inserted during movie screenings.

However, judging from the actual implementation situation, in order to respond to audience dissatisfaction, most theaters have posted public notices informing them of the advertising time and screening time to facilitate the audience to arrange the time reasonably. Some theaters also broadcast in advance to ensure that the film is broadcast on time. Despite this, it is still common for viewers to sue theaters to court because of dissatisfaction with patch ads. To this end, some industry insiders suggest that movie patch ads in the United States are also played before screening, but viewers have the right to refund tickets after watching them. French films also have patch advertisements, but the broadcast time, duration, and film screening time of the advertisements are all disclosed in detail. The audience can consume it very clearly and have no complaints. Many viewers dislike patch advertising, but it is an industry after all. We can learn from good foreign experiences to promote the healthy and reasonable development of this industry. rdquo;