The Cinema Advertising Association is planning to set up a trade body to market the benefits of cinema advertising.
Although the plans are still in the early stages, the body would be modelled along the lines of the Radio Advertising Bureau.
CAA president Adam Poulter says: “We want to establish something which is proactive in promoting growth rather than reactive in promoting share disbursements [for ourselves].”
He says that one of its major aims will be to change the attitude of media planners and buyers towards the medium, persuading them to consider the quality of the audience rather than the quality of the film. He adds that information garnered from research into the medium is not being marketed aggressively enough.
Poulter anticipates spend on the initiative will be 250,000 in the first year. The body – as yet unnamed – should be set up by the end of next year.
The CAA currently has just two members: Pearl & Dean, and Carlton Screen Advertising, of which Poulter is managing director.