Perfume advertising at the cinema is full length

When we go to the cinema to see the latest blockbuster, we are prepared for the usual ads and trailers. They have been there since cinema began, and were usually a good excuse to go for a hotdog, some popcorn, or that last trip to the loo before the film started. Now, however, these ads are like short films in themselves, and some of them are infinitely more memorable than the film itself.

Taking something and extending it way past its expected length is nothing new, you simply have to look at the Michael Jackson video for Thriller, which came in at a previously unprecedented length of 13 minutes 43 seconds, he followed this up with Bad, 16 minutes 23 seconds, then seemed to go completely over the top with Ghosts, which has a running length of a bottom numbing 39 minutes, 31 seconds.

The most famous in recent times has been the ad featuring Nicole Kidman for a very well known perfume. The version shown on the television has to be short for the time slot, but when you saw it in its entirety it blew our minds. The 3 minutes it ran for seems relatively short, but for an ad that has a standard length of 30 seconds, it told us an entire story instead of just tantalising glimpses.

Everyone was talking about it, the sales of the perfume rocketed and the video on YouTube got millions of hits, thanks to just 3 minutes. A well know Spanish beer created a mini masterpiece lasting just shy of 4 minutes, and didn’t reveal the brand until the very end. This too saw a huge sales increase and massive hits on Youtube, and came of a lot better than the film many saw the ad precede; the instantly forgettable The Expendables.

Cinema advertising is now capturing audience imaginations than ever before, and a recent survey revealed that 89% of cinema goers get to their seat early to catch the ads. Advertisers have quickly caught onto this trend, and the ads we see before the films are like never before. A 30 second ad may raise our interest, 3-4 minutes at the cinema seems to have us rushing to snap up whatever it is we have seen advertised.

Article courtesy of Escentual