Mediatel and DCM’s Cinema TVRs forecast system has been out for around six months now and clear advantages are emerging. We’re already starting to see the benefit across AV, especially when demonstrating the scale of films vs top programming across the linear channels. This forecasting tool also allows us to examine the impact across seven multiple audiences. Therefore, we can determine whether each opportunity is effective for our specific audience, making the investment a much more efficient buy.
Their new Q4 2023 data provides a forecast for the coming 12 months’ worth of major cinema releases. The service allows users to filter by genre and demographics, identify the audience with the highest TVR or admissions forecasts, and locate the industry rate card prices.
With Christmas right around the corner and 2024 in sight, now is the perfect time to consider some major releases coming out in Q1 and how they’re expected to deliver vs a variety of different audiences.
Let’s start with Migration, which is an animated comedy following a family of ducks trying to convince their Dad to go on a family trip of a lifetime. Set for release at the beginning of February, this Universal Pictures offering is expected to deliver strong results across the board. Unsurprisingly, HP+CH are due to benefit the most from this with TVR delivery as high as 8.7.
The hotly anticipated musical remake of Mean Girls by Tina Fey brings her Broadway adaptation to the screen in January. The film is expected to do well against the younger audiences. 16-24s are expected to deliver 3.5 TVRs and 16-34s are expected to deliver 3.3 TVRs. HP+CH will also expect to do well here with around 2.4 TVRs forecast to deliver.
Our final choice is Argylle which follows a reclusive author writing best-selling espionage novels about a secret agent. This joint production by Universal and Apple TV+ presents a star-studded cast, including Dua Lipa, Bryce Dallas Howard, and John Cena just to name a few. We’re hoping this will bring in some big numbers for Q1 with the audience of ABC1 Men due to be the strongest (similar to Kingsman) and planned to deliver 4.3 TVRs.
We have only pinpointed a few films here but, by using the tool, you’ll be able to explore and compare values across the full film list. As an agency, we’ll be looking to use this tool more and more to help with client briefs and demonstrate the real scale of Cinema and why we should be considering it for all budget sizes. With admissions rising and expected to deliver more in line with 2019, we can expect TVRs to increase too, making Cinema a great channel to consider in 2024.
