Cinema: Deadpool breaks records at SA Box Office

With 1.4m South Africans having attended the movies in the last 4 weeks (source: AMPS 2015B), it’s great to see that the cinema releases are still doing well.

 

 

Deadpool opened with a record-breaking R9.3m, proving to be the coolest R-Rated movie globally and locally (16LVS), and becoming the 3rd biggest superhero opening in South Africa behind Iron Man 3 and Avengers: Age of Ultron.Based on Marvel Comics’ most unconventional anti-hero, Deadpool tells the origin story of former Special Forces operative turned mercenary Wade Wilson, who after being subjected to a rogue experiment that leaves him with accelerated healing powers, adopts the alter ego Deadpool.

“ The response has been overwhelmingly positive!” commented Twentieth Century Fox local representative, Michelle Steytler “This success has resonated globally with a US opening weekend of $132.7m – not only the biggest all-time opening weekend for Fox in the US, but also in South Africa. We are truly thrilled that consumers chose to spend Valentine’s with our superhero!”

Book for NuMetro here: https://www.numetro.co.za/#/movie/3661

And book for Ster-Kinekor here: http://www.sterkinekor.com/site.php#/book/7862/IMAX - Deadpool/

For advertisers who are looking for a new perspective on Cinema, give us a call on (021) 761-3287 or email [email protected]

Infographic: Profile of Internet users in South Africa – debunking misconceptions

A common misconception amongst marketers is around the ages, race, and income level of people using the Internet in South Africa. We take an objective look at who is using the Internet.

More than one-third of us are Internet users. Use is spread evenly through age-groups. Two-thirds of users of the Internet are black.  Almost two-thirds are in households with under R12k per month income.  Within each race group, just over one-fifth of black and coloured people are Internet users. For white people, more than two-thirds are Internet users.  Within age-groups, almost two-thirds of 25-34’s are Internet users, whereas less than one-fifth of 50+’s are Internet users.

Of all Internet users, 50% are accessing using their mobile phone (smartphone or feature phone) and 10% are accessing using their tablet.  Half of white people access using their mobile phone or tablet, while two-thirds of black people access using their tablet.  Two-thirds of 15-24’s access using their tablet or mobile phone, while just under half of the 50+’s access using their mobile phone or tablet.   About two-thirds of the lowest household income group access via their mobile phone or tablet, while half of the highest income group access via their mobile phone or tablet.

While, sadly, there is a disparity between income groups, race-groups, and age-groups, it is clear that a large portion of South Africans are using the Internet and increasingly more are using the Internet via their mobile phones

Infographic: Debunking marketer’s misconceptions about race profiles of media consumption in South Africa

It’s quite common that many of us (myself included) have certain perceptions of ‘white’ magazines and ‘black’ radio stations. It’s quite natural for us to have certain misconceptions about race profiles of media as, when many marketers started out in the game, the world was a very different place to today.

It also doesn’t help that many magazines, which are read by a full spectrum of society, still feature mostly white faces on the cover each month.

These stats show a big difference between the perception of most marketers and the reality. There is still much work to go, but it’s in the right direction. This data really does go to show that the filter of ‘race’ in media is close to becoming irrelevant.

Some key stats:

  • You: 55% Black, 20% White
  • Men’s Health: 64% Black, 17% White
  • Car Magazine: 50% Black, 25% White
  • Cosmo: 57% Black, 19% White

 

  • 5FM: 57% Black, 27% White
  • CapeTalk: 50% Black, 26% Coloured, 21% White
  • Jacaranda: 44% Black, 50% White
  • Highveld 94.7: 40% Black, 42% White

 

  • Cinema: 57% Black, 20% White

 

  • DSTV Premium: 35% Black, 43% White
  • DSTV Compact: 85% Black, 5% White
  • SABC3 (Includes Espresso): 79% Black, 8% White

 

  • The Argus/Cape Times: 40% Black, 37% Coloured ,20% White
  • Sunday Times: 74% Black, 12% White
  • Business Day: 61% Black, 27% White

All stats are from completely independent sources – AMPS 2015, Roots 2013, and TGI (they all tell the same story).

Superbowl 2016 Advertising – $5m a piece

The US Superbowl (the 50th) ran over the weekend, attracting its usual attention from viewers and advertisers.  This year a single spot cost $5m (that’s just short of R80m per 30″ spot).  The broadcaster, CBS, insisted that advertisers buy a page of both broadcast and digital advertising meaning that streaming services played all the broadcast ads.

The broadcaster also streamed the game (including music from Beyonce and Lady Gaga) through their streamed sports services of CBSSports.com (so available on AppleTVs, Roku’s, Chromecast, XBox etc).  Mobile provider Verizon made it available to mobile via the NFL Mobile service.

So whilst the idea of streaming live sports in South Africa is a worry (where our Internet isn’t exactly the best) – clearly it is possible and probably inevitable, too.

Here is a selection of some of the ‘best’ commercials

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