Staying in-car is the new going out
We’re now in the middle of phase 1 of the NI Executive Pathway to Recovery, which has included the reopening of tennis and golf clubs, to the delight of many. Also noted on the pathway is the opening of drive-in cinemas and churches, and while not a common occurrence in NI, they did take place occasionally pre-coronavirus.
Perfectly placed to maintain social distancing, drive-in events are expected to become more popular. One of several drive-in church services took place on Sunday 24th May at Dunseverick Baptist Church, where an estimated 200 people congregated.
A Derry~Londonderry based company that supplies portable cinema equipment hire has been inundated with requests for their assistance, and several screenings are scheduled to take place across Belfast at the end of May. Drive-in concerts have also been confirmed in cities across Ireland, with Gavin James taking to the stage, while the popular nightclub event, Bingo Loco also has plans to hit the road with its specially adapted version of bingo. Meanwhile in England, The English National Opera has plans to deliver a more cultural evening in the grounds of Alexandra Palace in London.
Does it mean the end of cinema as we know it?
There have been many articles written already about the death of cinema, and like a good zombie movie, it would appear cinema is impossible to kill. Streaming services are distributing films in theaters for a short time before going to a full at-home release to subscribers, therefore obtaining eligibility for the Academy Awards (however the Academy subsequently changed the rules for 2020, removing the requirement for a cinema release).
However, some companies still strongly back cinema footfall. Disney+ launched in March with a huge OOH campaign, which was YouGov’s Ad of the month for April. The ad recall rates and sign ups were impressive, enabling members to access the Disney, Pixar and Star Wars franchises, among others. Despite this, Disney has pushed back the launch dates for films including Mulan, emphasising the faith they have in traditional cinemas.
Back to the future
Drive-in cinemas are likely to be more popular than ever, possibly even moreso than in their heyday. Following 10 weeks of lockdown, its likely that people will be more receptive to new experiences and trying to feel like there is some normality in their lives. Additionally, schools remain closed and are likely to stay shut until September, so entertaining the family will be an even bigger challenge this year. Drive-in events enable us to be out of our homes, without risking the safety of our families and those around us, while the ability to order snacks and drinks via an app to your car is a novelty we wouldn’t have appreciated six months ago.
Dynamic delivery
As more journeys are made, more people are exposed to Out of Home advertising. Our ability to target using geographical parameters is standard in campaigns, delivering messaging along the route to these new cinemas. Where classic formats are unavailable, Ambient is always available to fill the gaps and deliver strong coverage.
Dynamic Out of Home will become even more relevant for brands wishing to target filmgoers and experience seekers, with the ability to change messaging at any given time. Delivering bespoke content relevant to the time of day, location, or the film being shown enables advertisers to make a more meaningful engagement with the audience and increase the relevance and memorability. Digital OOH schedules are also adaptive and flexible, delivering strong tie ins with other media, especially radio and pre-roll advertising from the film screening.
We might not be watching the new James Bond from the comfort of our car, but until cinemas, theaters, concert venues and churches open, drive-in events deliver a degree of escapism and shared experience.
