Samsung sponsors open-air cinemas to push Smart TV

Samsung is partnering with a number of open-air cinema producers to launch a summer experiential push to encourage consumers to use the smart features of its Smart TV sets.

Samsung Smart TV Cinema Event

The announcement comes a week after research group Analysys Mason published research suggesting while smart TV makers have been successful in getting the devices into consumers’ homes, fewer than half (44 per cent) of smart TV owners had actually connected it to the internet.

Samsung hopes its latest push will further highlight its S Recommendation discovery technology, following the £14m “Charge” marketing campaign about the feature it launched last month. 

The electronics company is partnering with The Nomad Cinema, Rooftop Filmclub and Luna to host a series of film screenings during the summer at the Coram Secret Garden in London, Ascot Racecourse and Leeds Castle. Films will include Top Gun, Stand By Me and Les Miserables.

To demonstrate the technology, Samsung will implement a “unique piece of live theatre” within some of the “key” screenings and all events will also showcase the “Charge” TV ad. At the end of the season Samsung will host a one-off screening of the “nation’s favourite film” as chosen by Samsung’s Facebook fans and through consumer research.

Guy Kinnell, Samsung UK and Ireland’s head of TV and AV, says: “Our partnership with open air cinema is fantastic as the experience reflects the core focus of the Samsung Smart TV promise, which is to help people discover more of the films and TV they love through an amazing viewing experience with friends and family.”

Smart TVs accounted for 27 per cent of TV sales in Europe, according to IHS. This percentage is forecast to increase to 55 per cent in 2015.

Separate research from digital entertainment company Rovi and research agency Decipher found 55 per cent of smart TV owners in the UK are female. More than half (55 per cent) of smart TV owners claim to have noticed advertising on the platform, an increase of 14 percentage points on the fourth quarter in 2012 and one in ten have clicked on ads.