PlayStation is not a new brand to cinema, however this multi million pound deal is their biggest investment in the medium so far. Cinema was chosen as the lead broadcast medium due to its ability to deliver against the lucrative 16-34 year target audience and provide a unique environment in which an audio-visual message can be backed up with face-to-face dialogue and delivered to a targeted audience.
The cinema Silver Spot is exhibited nationally with all cinema releases across major circuits including ODEON and Cineworld. Positioned directly before the trailers, the Silver Spot has provided PlayStation with a platform which will feature creative produced specifically for cinema.
A series of executions based around the tagline ‘Coming to a small screen near you’, will pay tribute to film while specially constructed gaming areas will sit within eight cinema foyers for a ten-week period. Produced by PlayStation’s experiential agency, Making Waves, each gaming area has been designed to reflect a specific game title. The ‘Buzz™’ zone is the first to be rolled out and will take the form of a quiz show stage. Cinemagoers will be invited to sit down and play the game whilst experienced PlayStation staff will be available to offer tips and advice.
An additional 24 Odeon sites will host foyer promotions staged in bursts to coincide with new on-screen executions. These will take the form of free-standing dispensers to distribute information booklets to cinemagoers, supported with standees and quad posters throughout each cinema.
Adam Boita, UK Marketing Manager for PlayStation said: “This is the biggest spend and the most ambitious campaign we have undertaken in the cinema environment. It works for us in two critical areas. Firstly it gives us a consistent platform to exploit and showcase our key releases for the year in an immersive environment which best showcases the experience delivered by PlayStation 3. Secondly, in keeping with PlayStation’s ethos we wanted to deliver an integrated campaign by continuing the on-screen experience for consumers to off-screen, via foyer branding and tailored PS3 sampling areas.”
Jeremy Playle, Digital Cinema Media Account Director commented: “ We are thrilled to see Sony PlayStation embrace the cinema environment with so much enthusiasm, in what promises to be one of the biggest and most imaginative campaigns ever seen at the cinema. A fantastic line up of films including ‘Burn After Reading’ and ‘Quantum of Solace’ will ensure this campaign has maximum impact on PlayStation’s key audience of 16-34 year olds.”