This is the highest sales total that the Cinema Advertising Council has reported since it began keeping tabs in 2002 — and no doubt comes as a relief for the industry following a 1.2% downturn in 2012 and a 2.1% drop the year before. “This growth is a result of more new brands moving into cinema, the unique power of the movie theatre as a venue for creative, engaging advertising, and a movement by agencies to a more video-neutral approach that places cinema alongside TV and online platforms,” CAC President Katy Loria says. “We are optimistic about this revenue momentum, and the direction the marketplace is headed with a strong start to 2014 as we enter upfront season.” The organization says that 93 brands began advertising in theaters for the first time in 2013. It saw the most growth from automotive, consumer electronics, consumer products, retail/apparel, television and travel & leisure. National and regional sales accounted for 78.3% of sales, and rose 5.7% vs 2012. But the other category, local sales, was even stronger, rising 9.7%. The bulk of the sales are for on-screen ads. But offscreen promotions accounted for $53.8M of the total, up 10%. The CAC hopes to keep the momentum going in the upfront ad sales season with a campaign built around the tag line: “Movies Never Get Old.” The organization and its members, NCM Media and Screenvision, will tell advertisers that movies appeal to millennials, described by CAC as “a hard-to-reach group for brands otherwise relying on an ever-fragmented TV and online marketplace.”
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