BrandPlay to interact at CineStar Cinemas

The recently inked deal with BrandPlay, the pioneering developer of interactive out-of-home media for interactive dynamic advertising, will put motion-sensitive ad panels on the floors and walls of CineStar and make it the first Middle East cinema chain ever to deploy a national BrandPlay indoor interactive media network.

"The new medium will be more attractive and engaging for CineStar's patrons. It also presents a refreshing opportunity for new and existing cinema advertisers," said Avinash Udeshi, General Manager, Motivate Val Morgan.

BrandPlay has achieved huge success, creating eye-catching interactive displays in public places and is now set to begin installing its displays in the lobbies of a selected number of theatres operated by CineStar Cinemas to provide all visitors with an unforgettable brand experience.

Initially, the units will be located at CineStar Deira City Centre, Mall of the Emirates and Marina Mall in Abu Dhabi and soon to an upcoming fourth CineStar location to be launched next year at Mirdif City Centre in Dubai.

Displayed prominently at the entrance of most CineStar Cinemas, these networked media units will be used to display interactive ads on the floor for participating advertisers.

Cameron Mitchell, General Manager for CineStar Cinemas in the Middle East said he was proud to announce the introduction of the new media at CineStar and that this development would be a step forward towards more innovative advertainment ideas.

"Having the displays in three cinemas and the fourth to come soon, will expose people to a pleasurable and exciting means of interacting with a brand. This memorable experience, will add more value to the visitors, the cinema and ultimately the advertised brand," said the Managing Director of BrandPlay, Mr Mohamed El-Omari.

BrandPlay media mimics video games, the form of entertainment preferred by 12 to 34-year-old consumers, not to say by all ages and genders. "It consists of solving the hard challenges that most advertisers face day in and day out: how to market to a consumer audience. How to create an advertising concept which truly engages its audience, and how to create an experience that is retained in a customers mind," added David Holm-Glad, Marketing Director of BrandPlay.

When stepped on or passed over, the advertising changes and responds to consumers' movements and gestures, giving advertisers the ability to connect and measure effectiveness like no other in-home or out-of-home media.

Based on third-party research studies, 70% of shoppers polled had a highly positive experience with media similar to BrandPlay in malls.

Among those surveyed, 24% said they would seek out retail environments with BrandPlay, and more than 60 per cent informed and advised others to go experience that media.

This study proves that BrandPlay dedicates a marketing advertising tool to the consumer so he/she can use it to attract others.

BrandPlay is currently in its initial launch phase and has plans to expand to over 200 locations across the entire GCC within the next few years.