|
CINEMA ADVERTISING IN GERMANY - PLANNING, BUYING, SCREENING
Digital Cinema Advertising On-Screen in Germany - easier than ever: Minimum booking are 20 seconds, one week (Thursdays to Wednesdays) and a minimum order value of 19 900 Euros net. At least 21 business days in advance of a release an order had to be placed and confirmed by us and a video (see specs for details) had to be delivered to us. That’s all!
Get only the best strategy: National distribution, preselected distribution extended to up to 81 major cities, 9 regions or get your own individual selection, carefully tailored screen-by-screen, such as PRIME (meet all new blockbusters by booking the two most popular screens in MX/CX theater complexes), TOURISM (get a selection of an audience enjoying travelling), ART (targeting audience with high income) and much more!
The price for placements differs from screen to screen depending on the number of visitors, seconds and weeks. In Germany's five largest cities and most visited screens the average costs for 20 seconds per screen and week are around 100 Euros net, Rates for the majority of cinemas are much lower.
In order to create costumized quotations we require some information on the forthcoming campaign, in particular about the distribution area (national, local), the film lenght (seconds), the number of weeks (start, end) and, of course, the estimated budget.
GERMAN MAJOR CITIES RANKINGS A TO E
Germany’s 81 cities with a population of over 100 000 are called major cities. A third of the German population (84.4 million in total) live here and more than half in catchment areas. And rising. Berlin, capital and most popular city, is followed by Hamburg, Munich and Cologne each with a population of over 1 million. Frankfurt Main with more than three-quarters of a million people is the fifth largest one. 30 major cities are located in North Rhine-Westphalia, 17 majors in the two southern federal sates and 10 in the five states of the former GDR.
 Ranking A
Germany’s 5 largest cities Berlin, Hamburg, Munich, Cologne and Frankfurt Main with a population of 750 000 to 3 677 000 (highest)
>German Largest Cities A
Ranking B
17 German major cities with a population of 300 000 to 749 000
>German Major Cities B
Ranking C
18 german major cities with a population of 200 000 to 299 000
>German Major Cities C
Ranking D
16 German major cities with a population of 150 000 to 199 000
>German Major Cities D
Ranking E
25 German major cities with a population of 100 000 to 149 000
>German Major Cities E
GERMAN REGIONS RANKINGS 1 TO 9
Germany may be understood as the sum of 16 federal states with cultural and income differences. Berlin, Hamburg and Bremen are citystates. The largest state by population and gross domestic product (GDB) is North Rhine-Westphalia. The highest incomes will be achieved in Bavaria and Baden-Wurttenberg. On the other hand these both states in the South of Germany have the highest cost of living. After the reunification of Germany in 1990 the five states Mecklenburg-Vorpommern, Brandenburg, Saxony-Anhalt, Thuringia and Saxony are re-established. There is still a measurable economic divide between these five «new» states and the «old» ones, in particular concerning little lower incomes and in rural areas an aging infrastructure and ageing society.
 NORTH RHINE-WESTPHALIA WITH COLOGNE (NW)
Population of 18 139 116 (21.6%)
GDP (BIP) 793 790 Mio Euro (20.9%)
Number of major cities 30
Number of screens available approx. 735
>German Region 1
BAVARIA WITH MUNICH (BY)
Population 13 369 393 (15.8%)
GDP (BIP) 716 784 Mio Euro (18.5%)
Number of major cities 8
Number of screens available approx. 694
>German Region 2
BADEN-WURTTEMBERG WITH STUTTGART (BW)
Population 11 280 257 (13.3%)
GDP (BIP) 572 837 Mio Euro (15.1%)
Number of major cities 9
Number of screens available approx. 563
>German Region 3
LOWER SAXONY (NI) WITH HANOVER AND BREMEN (HB)
Population 8 825 106 (10.4%)
GDP (BIP) 339 414 Mio Euro (9.8%)
Number of major cities 10
Number of screens available approx. 405
>German Region 4
HESSE (HE) WITH FRANKFURT MAIN
Population 6 391 360 (7.5%)
GDP (BIP) 323 352 Mio Euro (8.6%)
Number of major cities 5
Number of screens available approx. 267
>German Region 5
HAMBURG (HH) AND SCHLESWIG-HOLSTEIN (SH)
Population 4 845 392 (5.7%)
GDP (BIP) 256 975 Mio Euro (6.4%)
Number of major cities 3
Number of screens available approx. 209
>German Region 6
RHINELAND-PALATINATE (RP) AND SAARLAND (SL)
Population 5 151 816 (6.1%)
GDP (BIP) 210 204 Mio Euro (5.5%)
Number of major cities 5
Number of screens available approx. 225
>German Region 7
BERLIN (BE), BRANDENBURG (BB) AND MECKLENBURG-VORPOMMERN (MV)
Population 7 956 764 (9.4%)
GDP (BIP) 321 619 Mio Euro (7.8%)
Number of major cities 4
Number of screens available approx. 422
>German Region 8
SAXONY (SN), THURINGIA (TH) AND SAXONY-ANHALT (ST)
Population 8 399 641 (10.2%)
GDP (BIP) 293 377 Mio Euro (7.5%)
Number of major cities 7
Number of screens available approx. 375
>German Region 9
GERMANY (DE) total
Population 84 358 845 (100%)
GDP (BIP) 3 867 050 Mio Euro (100%)
Number of major cities 81
Number of screens available approx. 3 841
Data on population and GDB (BIP) as of December 31, 2022 published March, 2023.
Data on cinemas and screens from own data collection as on June, 2023.
YOUR CINEMA CAMPAIGN
We are an independent company specialized in cinema advertising nationwide. You can advertise with us in all available German cinemas with ad programs and not only in preselected ones or some movie theater chains. To support our customers quick and with high quality solutions we keep the complete digital cinema distribution technology available inhouse, such as Digital Cinema Distribution Mastering (DCDM), manufacturing of Digital Cinema Packages (DCP), playout, processing and controlling. In addition we take care of the statutory FSK film rating.
Advertising in German cinemas is very easy with us. To create individual and accurate quotations, it is most essential to know:
1. Commercial lenght in seconds at 24 frames per second.
Due to per-second calculations, how long your advertisement at 24 frames per second will be? We will charge a minimum of 20 seconds (480 frames) upwards in steps of 1 second (24 frames). Most frequently used are 30 seconds (720 frames) up to 45 seconds (1 080 frames).
There is no empirical evidence of a clear causal relation between the length and the success of advertising. Regardless of the number of seconds the number of visitors will be the same. Only a convincing advertising idea does matter.
2. Planned starting date and end date of your cinema advertising campaign.
When do you want to launch and finish your advertising? The shortest period is 1 «cinema-week» Thursdays to Wednesdays. It is recommended to book at least 4 weeks, usual are 4, 5 or 6 weeks. After 6 weeks in a row the number of multiple contacts may be larger than the number of initial contacts. It is not possible to select specific days or weekends. Ads will be dislaplayed in each public show usually several times day before the feature film and will start at the time which is announced for the beginning of the shows. The lead time is not less than 21 days.
3. Screenings nationwide or in one or more federal states.
Where would you like to advertise? Both, national and local screenings are possible. Currently available are more than 3 800 screens nationwide. Relating to national campaigns, the focus is on Cities Cat. A and B - in total 22 cities each with a population of more than 300 000 - and a selection of most visited screens.
4. Finding and adressing your target group within the audience.
Do you have a final commercial and may we have a look on it, e.g. on video-sharing websites? In learning about the content or what the ad is about we can help to reach your target audience more effectively in particularly suitable cinemas. A selection of specific movies is neither possible nor recommended.
5. The most important detail: The budget.
How much is your budget? The total amount is important to meet your requirements. Without this detail we are not able to assist you. The rates for placements depend on the average weekly attendance screen by screen, the number of seconds and the number of «cinema weeks».
In Germany's five largest cities and most visited screens the average costs for 20 seconds per screen and week are about EUR 120 net, rates for the majority of cinemas are much lower.
An example for a rough and non-binding calculation to perform a commercial with the length of 20 seconds on 100 of the most visited screens for a period of 4 weeks might be:
6 (Euro basic second/screen/week) x 20 (seconds) x 100 (screens) x 4 (weeks) = EUR 48 000 net with an expected attendance of more than 600,000. The German Audit Bureau of Circulation (IVW) neutrally and objectively records and audits the distribution of advertising media, as well as for most of the cinemas.
In additional to any costs for screenings approximately 7% have to been added for all overheads like Digital Cinema Ditristibution Master (DCDM), Digital Cinema Packages (DCP), German Film Rating Service (FSK), Digital Processing Fee (DPF), Playout and Controlling.
The minimum order value is EUR 19 900 net. All prices quoted in offers, price lists, confirmatons of orders and invoices shall be in Euro exclusive of value added tax (VAT). All payments are to be made in Euro and at least 14 days in advance of the theatrical release.
Please note that we do not provide any offers or services to private individuals and companies or institutions without a current VAT Registration Number (VAT Reg No).
As a first step we hope that our brief summary is useful to you. If you require any further information, please feel free to contact us via e-mail.
ADS IN COMBINATION WITH SELECTED MOVIES
We do not provide combinations with selected movies because that approach will not be successful. In Germany major distributors force cinema exhibitors to start all new blockbusters on their largest screens. After one or a few weeks and a lower attendance these movies will change to smaller screens, run on different screens and in combination with other movies only in the afternoon or in the evening. This procedure makes any media planning impossible and leads to a massive decline in the number of movie visitors as well as a heavy loss of impact. To avoid this we offer PRIME, shows on the largest screens tailored to intended results and budgets, or handpicked selections of cinemas arranged according to customer-specific target groups.
OUTDOOR CINEMAS
In summertime, primarily June to August, outdoor cinemas become very popular in Germany and are available in many urban and metropolitan areas. However, unlike as in cinema buildings there are a number of substantial differences for cinema advertising:
Within a week some venues present in addition to movie shows alternatively live performances, concerts, readings with authors, sports broadcasts etc. and are not opened seven days a week. Calculations and invoicing per week relate to movie shows that actually took place within a week.
The pricings are done individually by the cinema exhibitors themselves and depend on the value of a location and the organization effort and not only on number of visitors without any real opportunity for control. Screen advertising is considerably more expensive here.
Technical processes and playouts of commercials run in very different ways, sometimes with discs, so that regular controllings of screenings are rarely guaranteed.
If screenings fail or have to be cancelled for reasons of force majeure or other factors beyond the control of the operator or organsier (wheather, official orders etc.) no compensation or refund will be given. In recent years storms and heavy rainfall increasingly lead to failures.
Due to limited playtimes and shows it is basically not possible to cancel, postpone, relocate or redistribute any given orders.
Because many outdoor cinema exibitors conclude contracs or have agreements with exclusive sponsors some sectors are not allowed in the movie shows and variying from site to site. For this reason it is essential for us to know what the advertising is about.
For any further information and to get you updated, please feel free to contact us via e-mail.
|
