Innovation in Swiss cinemas: Mobile interaction with the movie screen
The multimedia concept «Trailerplay by Screenpeax» aims to revolutionize traditional movie promotion in theaters by integrating it in a targeted, interactive way with trending media such as mobile and social media.
The interactive trailer play campaign "Metro Boutique feat. The Divergent Series: Allegiant" by film distributor Ascot Elite Entertainment Group and its promotional partner Metro Boutique can currently be seen in Pathé Suisse cinemas and other selected cinemas: Moviegoers can take part in the interactive preshow directly in the movie theater via the "Screen Zone" mobile app on their smartphone, which in this case means, for example, answering quiz questions about the film and winning prizes - including "One year's free shopping at Metro Boutique*". The unique campaign format will be broadcast in the cinema in guaranteed prime placement, i.e. directly before the main film, and communicated extensively by the partners via the web and social media channels (Facebook, etc.).
With Trailerplay, Screenpeax is introducing future-oriented lean forward communication in cinemas and, with the possibilities of the mobile app "Screen Zone", is extending the effectiveness of a cinema campaign beyond the cinema visit - keyword native video programming, for example in the form of film trailers, exclusive promotional content and other high-quality second screen content.
Sabrina Schwab, Head of Marketing Metro Boutiques: "Our predominantly young, trend-conscious and very mobile-affine target group provides the perfect basis for a cross-media campaign with our movie partner Allegiant, in which the classic medium of cinema, which is still very popular with young people, is linked with the trend media of mobile and social media. With Trailerplay, we are addressing our target group in a timely manner, especially among digital natives."
Dietmar Steg, Head of Marketing & PR, Ascot Elite Entertainment Group: "Two-way communication and customer involvement are essential nowadays - this also plays a decisive role for the film and cinema industry. The exclusive trailer play format and the interactive app "Screen Zone" offer us as a distributor as well as our promotion partners and other industry players an innovative new platform to convey advertising messages individually, personally and sustainably."
David Noth, CEO Screenpeax: "With this innovative concept, we are bridging the gap between the "big screen" and the "most personal" screen, the moviegoer's cell phone, for the first time in Swiss cinemas."
