GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >> Entertainment

 
  Share
As Saudi Arabia lifts the ban on cinemas in the Kingdom, Kantar TNS conducts a study to understand how citizens feel about the change, and the impact on behaviours
Action movies most preferred, followed by comedy. Travel to UAE and Bahrain for entertainment purposes to reduce.
  • Marketers find another lucrative platform in cinemas to advertise their brands; TV advertising may be negatively impacte
  • 80 percent of the residents support the change; 90 percent of plan to visit malls with cinemas more often
  • 36% of movie-intenders already plan to view local Saudi content with the figure rising to 48% for Arabic content
December 19, 2017, Dubai, UAE:  Saudi Arabia's recent announcement to lift the 3-decade old ban on commercial cinemas is expected to bring further growth prospects in their economic landscape. Latest study by Kantar TNS conducted among Saudi residents reveal fresh opportunities for marketers to make inroads into the kingdom, with an impact beyond the immediately affected sectors. 
 
Kantar TNS – one of the largest global research agencies– carried the research leveraging their online mobile citizen panel Kantar MobiworkX to understand how citizens feel about the change, and what impact this might have on consumer behavior. 
 
As per the study, the announcement was met with largely positive sentiments, with 80 percent of the residents supporting the change, while 67 percent intending to visit the cinemas. The step was particularly hailed by the youth and many felt a strong emotive connect with the change, in line with the Vision 2030
 
Progressive society. The development of the entertainment sector will also create much needed new employment opportunities within the Kingdom, and as multiple entertainment options emerge, travel to UAE and Bahrain is likely to reduce.
 
Stephen Hillebrand, CEO Kantar Insights, MENAP said “There are few markets in the world at the moment as dynamic and fast moving as KSA.  The speed of change is unprecedented, and the compound effect of the changes makes for a fascinating time in assessing the impact on both citizen beliefs and consumer behaviours”. 
 
For marketers, the step will provide a new platform in cinema advertising, giving further exposure to their brands at a mass scale. Television advertising, however, may be negatively impacted, particularly during weekends. Malls too, will find new utility value, and those without cinemas will see a decline in footfall.
 
As per the research, 90 percent of Saudi residents plan to visit malls with cinemas more often, giving further boost to mall retailers. However, Mall operators need to bear in mind that travel time matters, and the majority of movie-intenders expect to travel no more than 30 minutes.  They will also need to work hard to fill matinee slots, with demand heavily oriented towards the 7-10 pm slot.
 
 “Due to the significance of this change, we anticipate a huge turnout in initial days and weeks.  In an extremely connected society, supporters of the change want to be part of the historic re-opening, and more than half of those wishing to go the movies plan to do so in the opening week.  We expect social media to be awash with movie-going pictures, mall operators need to carefully plan ticketing strategies to ensure that the images of opening nights are the right ones, added Hillebrand.
 
“Brands have an opportunity to associate themselves with the changes, and those able to play a meaningful role in customer journeys stand to benefit”, Hillebrand further commented.
 
However, along with the opportunities, there are risks for brands who wish to tap into the high levels of emotions surrounding the change. Brands should be careful not to overlook some negative sentiments (18% being concerned by the changes) and any attempt to associate with the change needs to be done carefully. Clumsy efforts by brands to ‘own the change' have backfired elsewhere, notably in the US.
 
Finally, the Ministry of Culture and Tourism will have a delicate balance to strike.  With movie-intenders expressing a significant interest in viewing foreign films as well as the action and adventure genre, getting content and censorship right will be key to growth of the sector.  
 
Despite the dominant influences of foreign content, Saudi media and creativity has an opportunity to grow, and 36% of movie-intenders already plan to view local Saudi content with the figure rising to 48% for Arabic content.



Posted by : GoDubai Editorial Team
Viewed 9260 times
Posted on : Tuesday, December 19, 2017  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Must have essentials that fuse function with style from tuc tuc.
Next Story : Students from 37 schools demonstrate their math wizardry at Mathalon Challenge 2017
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
COLAB - Dry Shampoo
ORANGE & BERGAMOT Awaken the Cult Icon New Additions
FOREO delivers the ultimate festival survival kit for a glow-on-the-go.
The Perfect Gift Mark
New XE 300 Sport Edition Wins Gripping Ice Race
Palladio Beauty - a Professional Line of Botanical & Vitamin-Infused Cosmetics
Get Vibrant and lively hair with Rahua's new Color Full Range
Filorga Mesotherapist Derma Roller
Spring/Summer 18 Collection
Samsung launches Exciting Smartphone Trade-In Program with Galaxy S9 or S9+
Enhance skin radiance, smoothness and brightness in just 14 days, with the new J...
OPPO unleashes the new Selfie Expert F7 with a 25 MP AI powered selfie camera
du to Offer New 9.7-inch iPad With Apple Pencil Support
Pinky Goat Launches BROWME
Skyline University College Economics Day 2018: One Step towards Tomorrow
Dubai-based Al Kasir Group launches three Crypto assets backed by diamonds
New Blow Out Bar and Make-Up Studio SWISH by Immaclife Opens in Abu Dhabi in Apr...
Stylish Nursing wear at Mums and Bumps
Penny Scallan Design Launches in the Middle East
Pandora Shine Discover A New Way to Shine
Dubai Sports Council Pavilion a big hit at Bangkok SportAccord
Rolling Cones, a new luxury ice cream concept, launches at the Hyatt Regency Dub...
MINI at Auto China Beijing 2018
The new BMW M2 Competition
Roger Dubuis Excalibur Aventador S Verde Mantis
Mumzworld Announce Recruitment Drive To Empower Women in the Middle East
Gifts for Ramadan at Hour Choice
Abu Dhabi Ship Building Company Launches Two 64-Meter Landing Ships for the Kuwa...
Toshiba Releases New, Powerful Surveillance and Video Streaming Internal Consume...
Sheikh Sultan bin Ahmed Al Qasimi Leads Sharjah Contingent to Kuwait Arab Media Forum
Exclusive, Limited‐Edition, Swiss‐Made Cryptocurrency Watches
Big Time with Graham Chronofighter Grand Vintage
Etihad Aviation Group Launches Four Initiatives To Commemorate The Year Of Zayed
Mido Ramadan Watch Collection
The Beautiful Britain 2018
Pandora Spring Embrace Nature's Beauty
Genesis G70 Luxury Sedan Arrives in Middle East
Understanding what women want Balmain reveals the Madrigal Mini II
SUC Organized 10-Day Free IELTS Workshop for School Teachers and Students
Adamavi - Elegant, Timeles S, and Reliable
Samsung Launches New Washing Machine with Groundbreaking QuickDrive™ Technology ...
Airport Show Attracts Influential Aviation Leaders for Global Airport Leaders Fo...
Huawei Brings the Most Coveted Smartphone - HUAWEI P20 Pro to the UAE
April Marks Autism Awareness Month at Nursery Chain
A Face Transplant Operation is a Demonstration of Advanced Surgery and High Tech...
Tommy Fleetwood joins OMEGA's line-up of golfing greats
Get ready for an exciting Ramadan at Danat Al Ain Resort
Mido Multifort Datometer Limited Edition - A piece of history on your wrist
Ashridge to help Saudi leaders explore and implement strategies for growth
More Reasons to Head to the Ikea Store!