Youtube VideoSince it entered the New Zealand mobile market, 2degrees has been running regular cinema advertising and offering deals like two tickets for $22 on 2degrees Day every month. And it's continuing that trend with a new exclusive sponsorship that was brokered by Carat, features a fairly strange ad by TBWA\ about a well-moisturised, hibernating blue bear and aims to get moviegoers to turn off their phones before the flick starts.
2degrees is closing in on one million customers and 2degrees head of acquisition and communications Malcolm Phillipps says cinema has been a successful way of delivering its message across New Zealand. According to Roy Morgan, over a million people go to the movies each month in New Zealand and, Val Morgan's national sales manager, Suzie Hood says 97 percent of them watch the pre-show ads.
According to Nielsen's AIS figures for 2011, cinema remained flat after a very strong growth year in 2010, but as of February, the 2012 New Zealand box office was up 10 percent on this time last year, with The Adventures of Tintin earning over $5.2m and Sherlock Holmes 2, Sione’s 2, and The Iron Lady all performing well. And with films like The Hunger Games, American Pie Reunion, The Avengers, Men In Black 3, Prometheus, The Dark Knight Rises, The Amazing Spider-Man, Breaking Dawn Part 2, James Bond, and The Hobbit being released this year, Hood says the coffers look set to fill even further in 2012.