FlixMedia says double-digit growth in the first half of the year; release of ‘Joker: Delirium for Two’ promises new impact
The release of blockbusters in cinemas during the July holidays boosted the advertising of the medium in Brazil, in the first half of the year. Released in theaters in June, the animation ‘Inside Out 2’ broke records, with a worldwide gross of more than US$ 1.5 billion, more than 20 million spectators and entered the list of the 10 biggest box office hits in the history of cinema. And in the final stretch of the year there are more to come, such as the Warner blockbuster ‘Joker: Delirium a Dois’, with none other than Joaquin Phoenix and Lady Gaga, on October 3.
FlixMedia, which is synonymous with advertising representation in cinema, responsible for the commercialization of 80% of the market, totaling 2 thousand theaters, of chains such as Cinemark, Cinépolis, Kinoplex, UCI Araújo and Playarte, states that growth in the first half of the year is double-digit and easily exceeds the pre-pandemic period, with expectations of growth for the year as a whole. The consolidation of programmatic media for cinema is another positive factor.
“We are very happy because once again FlixMedia has consolidated projects such as programmatic. I think this was another important move for us in the film industry and we had the excellent news of having major releases of historical films that reinforce our message. With good releases, people want to have fun together outside the home. Historically, when a film receives more than 20 million viewers, it is very emblematic”, highlighted Adriana Cacace, general director of FlixMedia Brazil and Latam.
According to the executive, this news is very powerful for the industry and shows that releases can attract all types of audiences to theaters, as there are films of different genres for everyone. She also mentions the public’s sensation with the film ‘Deadpool & Wolverine’, which premiered during the holidays, in July, with great advertising returns as well. “We had an increase in advertising investments in the first half of the year, surpassing pre-pandemic numbers. It is real growth, we celebrated a lot and we believe that it will continue at the same pace in the second half of the year. ‘This is how it ends’, for example, which is theoretically a film with a more female audience expectation, we see that it is coming out of the bubble”, observes the general director.
Regarding the cinema advertising share, which according to Cenp-Meios was 0.2% from January to March 2024, with revenue of R$8.3 million, Adriana reveals that she is talking to Cenp about the cinema numbers. “We are working so that our numbers reflect the growth of the medium, because we have had a consistent, double-digit increase. In fact, we are surpassing our historical numbers, but this is not yet reflected 100% in the Cenp ranking”, points out the general director of FlixMedia. Historically, the cinema share in Brazil is around 1% of advertising investment.
Programmatic media
After the digital wave of the pandemic, when brands went 100% to online advertising, the time has come to understand that this no longer makes sense and now the most appropriate strategy is omnichannel, with investment spread out.
In this scenario, cinema stands out as a very peculiar medium with unique advantages. It has characteristics that are very different from other media, such as an immersive environment, a better video screen, the audience’s full attention, entertainment outside the home, and a good time to receive advertising. Everything that brands are looking for.
“These characteristics are largely responsible for our success today, because brands are looking for public attention and a more immersive environment. When people are enjoying entertainment outside their homes, they are in a good time to receive advertising. These are things that have grown, especially after the pandemic,” says Cristiano Persona, VP of sales and operations at FlixMedia.
