Pearl & Dean launches cinema focus group

LONDON- Cinema advertising sales house Pearl & Dean has launched an online focus group designed to give advertisers and agencies more insight into cinema audiences.

A trial focus group that took place in July provided insight into topics such as Bluetooth downloads and alternative content at the cinema, allowing agencies to establish which advertising techniques are most effective and what best engages the public.

Set up in conjunction with Work Research, the six-month focus group, called Movietalk, will cover a range of topics such as in-foyer marketing, but Pearl & Dean is keen to gather suggestions from agencies and advertisers as to what subjects should be included in the discussions.

Jackie McCarry, head of research at Pearl & Dean, said: “Movietalk attempts to get under the skin of cinemagoers and film viewers to complement already-established Fame research and help us develop innovative ideas for advertisers. Being both online and qualitative, the research can provide incredibly detailed information in very short turnaround times.”

Media Week 17-Aug-07