05.12.2007
Goodbye analog – Goodday digital
28 December 2007 is the last day you will experience crackling commercials in the cinema. At least if the cinemas meet the standards required by Dansk Reklame Film because then all commercials will be digital.
On one of the last days of the year you will experience commercials in the cinema which might seem similar to the usual but are infact very different.
With Digital Cinema Commercial, Dansk Reklame Film (DRF) brings cinema commercials a bit further. From now on, the commercials will no longer be distributed in analog spools but will be uploaded from a central server. This means that the commercials can target the audience even better and besides the investment in digital projectors, the commercials will be cheaper since no transport or spools are needed.
Cheaper and more environmentally-friendly
Jens Aaløse, Managing Director DRF, says:
“We are able to offer better quality to both advertisers and the audience.
The advertisers have requested greater speed and flexibility, and the possibility of segmenting of the commercials and improving picture and audio quality. Through the process of becoming digital we can make sure that the right commercials are shown at the right film, e.g. a Gillette commercial is shown in connection with Die Hard 4.0 instead of in connection with Bridget Jones’s Diary and vice versa.”
At the same time, it will be cheaper and more environmentally-friendly to produce the digital commercial according to Jimmi Hansen, Chief Financial Officer DRF:
“Analogous production is expensive. We distribute almost two tons of spools every two weeks which are avoided in the process of becoming digital. Simultaneously, the advertisers will experience a better utilization of the marketing budget since a better segmentation of commercials can be achieved. Actually, the advertisers can change the commercials every day if they wanted to. This means that day-to-day commercials for cut-price trips or current lottery prizes are possible after 28 December.
Most of the Danish cinemas will have digital commercials in December including all Nordisk Film’s cinemas where the equipment will be installed first.
DRF monitors the entire installation. Besides some reconstruction to make room for the equipment, the cinemas only have to provide cables, firewall and a projector. Then everything is ready to launch the digital commercials.
