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DC Comics teams with National CineMedia for movie theater advertising

DC Comics shared some specifics on one element of their plans to market the DC relaunch to the non-comic reading audience, as they told comic retailers about a partnership with National CineMedia.

Per the email sent to retailers last week, NCM will create a 30-second advertisement for DC Comics – The New 52. Each spot will be customized to include information on a local store. “We urge retailers to take advantage of our 75-percent special event co-op reimbursement to get the word out to both new and lapsed readers in their areas,” said Bob Wayne, senior vice president of sales, DC Entertainment. Ads will run between Aug. 31 and Sept. 30.

You can find the complete announcement after the jump.

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DC ENTERTAINMENT TEAMS WITH NATIONAL CINEMEDIA FOR MOVIE THEATER ADVERTISING PROGRAM FOR DC COMICS – THE NEW 52!

DC Entertainment is proud to announce a partnership with National CineMedia (NCM) for a movie theatre advertising campaign to promote DC COMICS – THE NEW 52! Advertising this unprecedented event at the movies alongside some of Hollywood’s biggest films will make it easy and affordable for retailers to reach a mass audience of readers and generate unparalleled buzz and sales.

A 30-second commercial for DC COMICS – THE NEW 52! will be created for retailers by NCM and each spot will be customized to include an end-card that promotes a specific store – including its logo, address and special offer message.

“We urge retailers to take advantage of our 75-percent special event co-op reimbursement to get the word out to both new and lapsed readers in their areas.” stated Bob Wayne, senior vice president of sales, DC Entertainment.

Interested retailers can call 1-800 SCREEN 1 (1-800-727-3361) today to get in touch with their local NCM account director. The five-week flight will run from 8/31/11 – 9/30/11.

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Comments

9 Comments

So much for synergy within Time Warner. Potter is doing crazy numbers in box office. DC should have been all over that right NOW. This always seems to be the problem with the big two. Great lineup shakes / events / reboots but poor weak strategy.

August to first week of September is the “dead month” for movie going. DURRRRRGH!!!! Pathetic. I’m still excited about the new lineup, but this IS pathetic. Sorry.

It may be a “dead month” for movies, but it’s still a large audience compared to the one reached by other comics ads (AKA “people who read comics blogs.”) It would have been awesome to put ads in front of a huge movie like Harry Potter, but perhaps mid-July was considered too early to send the message out to the general public. “Available now” is more appealing than “available in a couple of months, so please mark it on your calender or something so you don’t forget.”

All I’m anxious about is what’s going to go into those 30 seconds . . . hopefully there’ll be less emphasis on how the relaunch ties in to/differs from what came before (which is of minimal interest to lapsed readers and completely alien to current non-readers) and more on “these are entertaining reads you can enjoy without much previous comic book knowledge.”

Angelica’s right. It’s the 1% argument again, except this time with effort put behind it to GET the 1%. An influx of just 100,000 readers in comics would do WONDERS for us.

Not being a ‘hater’, and I have no research to back this up, but pre-movie advertising always seemed to be among the least effective mass-media ways to get a message across. First, I think people are turned off to the idea of commercials in a movie theater (I realize people are aware of them, I just think there’s a negative reaction), and second, unless it’s a movie trailer, I believe the message is washed away almost immediately by the actual movie itself.

Two exceptions are the LA Times Calendar section which used to do creative ads back in the 80s/90s, but that was already a big brand around here, and Coca-Cola, but again, already a huge brand. If

If these ads were running 6-9 months, I would think this is a slightly better idea, But only running for one month, I would have to question their effectiveness. We’ll see.

That final paragraph sounds like it would be the local retailers footing the bill, or at least part of it. And the whole thing seems like this spot wouldn’t be showing in areas where all the comic shops have had to close up shop already.

Don’t get me wrong, anything is better than nothing. I’m just not thinking this is the most effective way to do it.

1) In-theater advertising works
2) One month isn’t long enough
3) @Nark: It’s co-op advertising. The retailer pays the bill and is partially reimbursed by DC. DC has had a co-op program program with retailers for years, few retailers take them up on it.

I don’t know if I want anyone who goes to see Friends With Benefits as a fan. Just me I guess. Oh Geez. There’s a Smurf movie coming out. Boy, that must be great!;)

“I don’t know if I want anyone who goes to see Friends With Benefits as a fan. ”

“DC Comics shared some specifics on one element of their plans to market the DC relaunch to the non-comic reading audience”

Sounds like DC wants retailers to help foot the bill on their already risky reboot (but don’t call it a reboot). Too bad they forgot that sales are already down in stores, so who’s got co-op money to spare? Too bad DC also waited until most of the best movie tie-ins for their audience sector have already come and gone from theaters.

“DC Comics shared some specifics on one element of their plans to market the DC relaunch to the non-comic reading audience”

A suicide statement if I ever saw one. All of these corporate clowns need to go back to marketing school.

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