MIDDLE EAST
30
PLANNINGWEEK
23 November 2008
THE 7PS
The big screen
Grand Cinemas
Cinestar Cinemas
Represented by MIS
Represented by Motivate Val Morgan
Product: Grand Cine- Product: Cinestar has
mas has 20 cinemas and seven cinemas and 44
137 screens throughout screens throughout the
the UAE. Its primary UAE. Again, no place for
material is mainstream lovers of moody, low-
English-language mov- budget films with lots
ies (art house fans, for- of meaningful pauses.
get it), but it has several Cinestar peddles much
screens devoted to Bol- the same Hollywood and
lywood fare. Bollywood fare as Grand
does. Not that the ticket
Price: Ad spot prices vary depending on which screen andeeneen andand sales suffer.
which location. But for a new movie showing in the high-high-
est capacity theatre at the busiest cinemas, the monthly PricPricee: A 30-second slot for four weeks will set you back Dhs18,000
rate card price is Dhs13,900 for a 30-second slot, rising toto in the largest theain t tre at Mall of the Emirates, but prices vary
Dhs18,800 for 90 seconds. accorac ding to location and screen. Cheapest four-week option is
Dhs4,000 in Ajman City Centre. For the Emirates Blockbuster
Place: Dubai: seven cinemas, 71 screens. Abu Dhabi: Package (covering all Cinestar screens for four weeks)
four cinemas, 21 screens. Sharjah: four cinemas, 24 advertisers will pay Dhs214,000. Plenty of other branding
screens. Al Ain: two cinemas, eight screens. Ras Al options, including popcorn box sponsorship (Dhs118,000
Khaimah: two cinemas, nine screens. Fujairah: one cin- for three months), ticket sponsorship (Dhs82,500 for three
ema, four screens. months) and floor decals (Dhs7,500 to Dhs14,500 per month,
depending on location).
Promotion: Comprehensive website featuring film list-
ings and upcoming movies. Plenty of coverage in listings s PlacPl e: Dubai: three cinemas, 26 screens. Abu Dhabi: two
magazines. Plus heavy in-mall promotion for the theatres cinemcin as, 12 screens. Ajman: one cinema, six screens. Al Ain: one
that are in shopping centres. cinema, one screen.
Physical attributes: Plenty of options available for on-n-scrcreen Promotion:omo Comprehensive website featuring film listings and
ads before movies. But just about anywhere in the cinemema can upcoming moupcom vies. Plenty of coverage in listings magazines. Plus heavy
be branded. From concession stand materials, to the fofoyer, to, to in-mi all promotion for the theatres that are in shopping centres.
It’s no secret that the UAE isn’t
tickets, to flat-screen TVs which can run commercials alongside
one of the world’s entertainment
film trailers.
hotspots. Cinema is big business
Physical attributes: Range of durations available for on-screen ads.
here—as much because it’s a place
Also available: ticket sponsorship, popcorn box sponsorship, product
Processes: 35mm film required for on-screen ads. Various lengths for bored teenagers to hang out as sampling, foyer/card displays, floor decals, session flyers, pillar wraps,
allowed. Grand Cinemas is represented by Media International
because there’s a large circle of slides, and escalator branding (Mall of the Emirates only).
Services (Gulf ), part of the Choueiri Group. Contact them for com-
film aficionados. Grand Cinemas
prehensive info on branding options.
and Cinestar are the major movie
Processes: Commercials should be 35mm prints in 1.85:1 screen
screeners in the country and both
format and in Dolby stereo at maximum 82dB. Media sales handled
offer advertisers a captive audience
People: Joseph El Hage on 04 321 2003 or joseph.elhage@misgulf.
for what are often agencies’ biggest
by Motivate Val Morgan.
com
budget productions. Aside from big
Silvi Helou on 04 321 2003 or
silvi.helou@misgulf.com screen ads, however, both offer a People: Nisha Sachedina on 04 390 3185 or
Nishas@motivate.ae
range of branding options.
WHERE NEXT
PLANNING WE LIKE
The money train
Doing The Baghdad Metro project could be just the ticket
the splits
for Iraq’s outdoor providers
WHEN SABIR Al Issawi, the may-
or of Baghdad, announced the
Smart stuff from Grey Worldwide in
city’s proposed $3 billion metro
Lebanon for Pantene Pro V shampoo.
project last week, Iraq’s outdoor
How do you illustrate split ends in an
media providers—among them
outdoor environment? Find the right
Pikasso, Diyar Outdoor and
lamppost. Of course, it would be more
TreeAd—must have been rub-
impressive if the agency could’ve
bing their hands together in an-
arranged for the ends to be welded
ticipation of the potential under-
together over the course of a few days.
ground money spinner.
But that [drum roll] is just splitting hairs
At least they’d be safe from the
[cymbal crash].
threat of a stray bullet picking
them off as they erect a billboard to put the metro’s ad sales out to tender,
(a threat that Nabil Hijazin, director gen-
Agency: Grey Worldwide, Lebanon
but that—should it happen—“I would
eral of Diyar Outdoor, has previously spo- be very interested, if approached.”
Chief creative officer: Philippe Skaff ken of ). But—if the Dubai metro project
Of course, given the track record of
Creative director: Greg Majdalany
is anything to go by—they’d better have a other major project tenders in post-
Art director: Monique Bejjani
pile of cash ready if they want to get their Saddam Iraq, the likelihood of a region-
hands on the rights to sell space aboard
Copywriter: Samer Zouehid
al company winning the rights—at least
the Baghdad Express. without an international (read: Ameri-
Hijazin tells Media Week that he can) partner—are slimmer than a super-
doesn’t know anything about any plans model’s wrists.
www.mediaweekme.com
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