Paramount is venturing outside the traditional bounds of blockbuster movie promotion with their upcoming release for Mission: Impossible The Final Reckoning – the eighth and possibly final movie in the an immensely popular 30-year story arc. While many motion pictures are primarily advertised in markets like NYC, LA, and Chicago, Paramount is expanding the scope of their promotion for MI8 with advertising across six of JCDecaux’s airports.
Mass Reach Media Strategy for a Major Motion Picture
This massive investment in the film’s promotion is aimed at ensuring box office performance in a competitive market after ticket sales dropped industry-wide YOY from 2023 to 2024 across the country. Leveraging airport-wide digital networks in Dallas, Boston, Pittsburgh, Miami, Orlando, and Los Angeles0 in addition to a showstopping exterior placement at LAX- guarantees a wider reach among the movie-going public; over the two-week campaign period, Paramount’s campaign will be exposed to the nearly 12.8M people passing through these airports every 2 weeks.
Local Targeting Gets Local Attention
Prime Video is taking a more localized approach to entertainment promotion: the major streaming service is leveraging our programmatic airport advertising capabilities in Houston to increase viewership of the Academy of Country Music Awards (ACM)!
This promotion follows a series of smart marketing decisions on behalf of both Amazon and the ACM Awards showrunners; president and CEO of streaming industry research group Conviva was quoted saying “"Partnering with programs that could reach viewers (like country music fans) who've yet to jump to digital "is genius for [Amazon]. Nobody's talking about late adopters. That's the only greenfield market left. Everybody else is fighting over the digital natives. There's this entire late adopter base that nobody's talking to." By putting ads for the country awards show directly in the gateway to one of Texas’ bigger markets, Amazon is increasing their exposure amongst this audience.