Last but not least: Species-appropriate film keeping
For three years now, an alliance of German cinema associations has been trying to draw more people back to movie theaters through national campaigns. This year’s theme: “Film Care.” A successful and humorous concept.
Last year was a bad year for German cinemas. Turnover fell by 5.7 percent to a total of 767.9 million euros, and admissions fell by 8.2 percent to 125.4 million. That's just one and a half movie admissions per Teuton per year. In 2006, which was not a rosy year either, the organization Zukunft Kino Marketing (ZKM), a merger of cinema and distribution associations, therefore launched a national campaign. The claim: "Cinema. That's what movies are made for". According to Horizont.net, the campaign will be carried out again this year despite rising admissions. Prophylactically, so to speak. The theme: "species-appropriate film keeping". Similar to the battery hen problem, there are complaints about mass film production ("Sucks!"), films squeezed onto cell phone screens ("Brutal!") and films cut up by advertising ("Shocking!"). The latter is probably a kind of meat grinder metaphor.
The creative idea comes from the agency Zum Goldenen Hirschen from Cologne, which already designed the previous appearances. The supplementary spot will be shown on TV and in around 1000 cinemas. The website Filmbefreier.de will also be used (well worth a visit). The campaign is being financed with 1.2 million euros from the German Federal Film Board (FFA) in Berlin. And the gross media volume currently amounts to 4.5 million euros. Such commissions, that is appropriate advertising.
