Saturday, August 10, 2013

Compromising Creates Convoluted Advertisments


There is a new movie theater opening in my neighborhood in Cincinnati.  Naturally, the movie theater is promoting its arrival to the neighborhood with a lot advertising.  You can see their location-based strategy in the ad.  It's a good strategy considering that the closest competing theater is about 15 minutes from this area.  

That said, the execution isn't very clean.  Their ads offer a puzzling proclamation that "Your New Favorite Movie Theater Just Got Closer."  It's a statement that is really two separate thoughts - Cinemark is "your new favorite theater" and Cinemark "just got closer."  But when they're jammed together in a single statement, a really a messy marketing proposition is created. 

The first part of that statement, Cinemark is "your new favorite movie theater," is actually saying that they will be your favorite theater in the future.  They're expressing confidence that they will become your favorite after you experience a movie in their theater for first time.  Clearly, adding the word "new" drastically alters the meaning.  

Yet, the second part of the statement says that Cinemark "just got closer," implying geographically.  The location of the ad and the physical address tell us this.  Also, if there was any doubt, the giant "now open" banner is confirmation that they're not referencing "closer" in time.

Obviously, being closer to your favorite movie theater is a great thing.  But to those people who don't yet know why Cinemark so special, the same people that are being called upon with the first part of the advertisement, the fact that they're physically closer won't mean very much.

The confusion obviously stems from Cinemark claiming to be both "new" and "closer" at the same time.  It can be only one.

"Your New Favorite Movie Theater Has Arrived" or "Your Favorite Movie Theater Just Got Closer"  

Unfortunately, this ad was compromised before it ever saw the light of day.

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