Using Customer Voices to drive sales and marketing

Digital Cinema Media (DCM) are market leaders in cinema advertising. They help advertisers build strong brand awareness, be perceived as unique, and create a memorable message that turns captivated audiences into paying customers.

In this exciting video production project, we helped DCM to create an engaging video to be used as part of their sales and marketing strategy. The main objective was to hear from real horror enthusiasts about their love of the genre, what it means to watch a scary movie at the cinema and to explore what they think of cinema advertising.

The end goal for the video was to visualise the true excitement and passion of the cinema-going horror audience before the show, to help DCM demonstrate the potential of this advertising space and the benefits that cinema advertising has over other traditional forms of advertising.

“VPI really understood the brief and what we were trying to achieve with this video. The process was smooth, well run and we’re really pleased with the final product.”

Our Approach

Vox Pops International conducted filmed vox pops interviews with 16 to 30 year-olds at a cinema in London, speaking with them before and after watching a horror film. This way, we were able to capture their anticipation (and fear) beforehand and discuss which ads stuck in their mind afterwards.

As the final edit was being used for marketing and communications purposes, it needed to be as creative and engaging as possible. As well as filming the interviews with a two-camera setup, we also captured b-roll of the cinema environment to set the scene for the viewer.

In order to truly bring to life the horror genre, we kicked off the final edit with a black and white, horror-inspired intro montage and added a number of effects to the on-screen questions.


Image of video interview in a cinema. Image of Cineworld logo in black and white.

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