A Technical Report of Cinema’s Advertising Production Process – Using the Case of “Heineken – The Golden Age”

• Main Authors: Chia-Ling Hsu, 徐嘉苓
• Other Authors: Shu-hua Chiu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/24331864031709962647

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === Different from TV commercials, cinema commercials have its own process on upfront concept of communication, material production and post-production monitoring. From the broadcasting point of view, there is no AC Nielsen rating like TV commercials to be analyzed for advertisers. It takes another means to communicate with the advertisers. For instance, it is necessary to make them understand that, even with the same materials, one would get vastly different perception from cinema and home TV settings. This different perception would then have different advertising efficiency. In cinema commercial's production process, it takes specialty visual company to process the material, and then through specialty audio company to produce films that will then be suitable for cinema's viewing. Currently, the leading visual company in Taiwan is "Taipei Postproduction". They are the only company capable of developing films and post-filming treatment of the material. The audio part is dominated by "3H Sound Studio Ltd." - the company of the frequent-winner of Golden Horse awards - Mr. Tu Duu Chih. Respectively, for the monitoring side, because of copyright regulation, it can not be done by video- or picture-taking in a movie theatre. It is not possible to offer evidence of showing to the advertiser. That is why theatre commercial dealer and theatre owner would offer "theatres commercial tickets" to advertisers so they can view their commercial is indeed shown, and, of course free enjoyment of the featured movie. In this unique field, professional skill and process are essential elements. Professional skill in the field means the total understanding of how the cinema commercial is dealt in Taiwan. The familiarity of characteristics of all cinemas on the island , their customer basis, the popularity of coming new films and the estimation of optimal purchasing of showing time - are all necessary skill for an agent for cinema advertisement. As for the process, it means that in using materials, either its sound or sight, it has to be combined and adjusted to the satisfaction of advertisers before it can be put on the show. If there is anything to be adjusted, or if the advertiser wants a new version, the modification should follow the process to make the modification on the portion that requires the change. This paper utilizes a technical report format to present the content. It attempts to describe the process in which the technical and practical aspects of raw material and concept are processed into theatre advertisement, in both the production and showing stages. With a case-study on Heineken Beer, problems and their solutions pre-, during and post production stages are discussed, analyzed and evaluated. The evaluation is carried out based on both quality and quantity performance. The quality is scored by the effectiveness of showing which in turn is influenced by environment and characteristics of theatre. The quantity is scored by comparing the prediction of viewers before showing, and the actual viewing number. The actual viewing number is meaningfully calculated by the ticket sale, days of showing and casts. Cinema advertisement is inevitably going to be one of the media that consumer will enjoy the most among interactive advertisements. In this era of inflation, people need to forget the hard time even just for a brief time. This report offers the cinemas advertisement process and case sharing. Hopefully it will provide reference and information as cinema’s advertisement in the future.