Cinevation Pty Limited is a cinema advertising sales company that has been appointed by the Sydney Olympic Park Authority to manage the advertising sales to potential advertisers for their summer outdoor cinema that takes place in January 2012. This presentation provides potential advertisers with all the details they will need to know.

1. Cinevation:
Now Showing at
Sydney Olympic
Park!

3. • Drive awareness and understanding
amongst a captive and relaxed
audience
• Promote current campaigns and
sales
• Conduct on-site marketing activities
• On-screen advertising

4. • A free outdoor movie experience in
an iconic location at Cathy Freeman
Park, Sydney Olympic Park
• Great depth and diversity in movies
attract large crowds
• 2012 will be the 17th season of
movies

5. DATE: Feature Film Rating Attendance
Sat 8 Jan The Princess and The Frog G 4,000
Sun 9 Jan Robin Hood M 1,000
Wed 12 Jan Boy M 500
Thu 13 Jan Knight and Day M 1,000
Fri 14 Jan Alice in Wonderland PG 5,200
Sat 15 Jan Toy Story 3 G 7,500
Sun 16 Jan Sherlock Holmes M 1,250
Wed 19 Jan Bran Nue Day PG 1,250
Thurs 20 Jan The Twilight Saga: Eclipse M 800
Fri 21 Jan Prince of Persia M 3,300
Sat 22 Jan Despicable Me PG 9,000
Sun 23 Jan Short Soup various 500
Total 35,300

7. • Jan
7
–
22,
2012
• 12
Nights
– 11
nights
of
1
Feature
film
+
1
Short
film
– 1
night
of
“Short
Soup”
Interna@onal
Short
Film
Fes@val

8. • Branding and signage
opportunities
• On-screen advertising and
promotion of sales
opportunities
• Venue, screen and
directional signage
• Prominent and accessible
product placement

9. • Access to a captive,relaxed
target audience
• Capacity to undertake effective
promotions.
• Use promotional staff to
introduce your product to the
audience

11. In 2011 the campaign included:
• Channel 7 weather cross
• Live reads on Mix 106.5FM
• Online advertising – Time Out
• Social media
• 65,000 DL magnetised brochures
• E-newsletter to 40,000 readers
• Sydney Olympic Park web-page
• Significant PR in metro and suburban
press
• A similar campaign will run for 2012
65,000 Fridge magnet DL via letterbox drop

12. Movies page of SOPA website.
(Average length of stay for all visitors to the website is 5mins 15 seconds )

13. Promotion within the Kids in the Park and ‘What’s On’ DL brochures - 65,000 each

14. •
Consumer
promo@ons
will
be
u@lised
to
leverage
the
marke@ng
spend.
•
Movies
by
the
Boulevard
is
a
free
event,
therefore
promo@ons
will
focus
on
an
enhanced,
premium
experience.
This
is
where
we
you
to
partner
with
us.
•
One
possibility
is
a
printable
coupon
which
can
be
brought
to
the
event
to
be
redeemed
for
a
giO.

16. Sponsors are invited to
offer a prize to include as
part of event evaluation.
Questions can relate to
consumer behaviour and
intent

17. 0-15 years 16-29 years 30-39 years 40-49 years 50-59 years 60+ years
36% 23% 21% 12% 5%2%
0% 20% 40% 60% 80% 100%
The predominant age group of attendees is 0-15 years (36%), which indicates Movies by the
Boulevard has a strong appeal with the family market.

18. 10 mins 10-20 mins 20-30 mins 30+ mins
23% 18% 28% 31%
0% 20% 40% 60% 80% 100%
The majority of people attending Movies lived within 30 minutes of Sydney Olympic Park
(69%). Strong visitation comes from suburbs within the immediate surrounds of Sydney
Olympic Park and suburbs to the North, North-West and West.

19. Visitors to Movies by the Boulevard
50,000 12%
10.0% 10.4%
9.4%
Proportion of first time
40,000 8.6%
3,210 3,685 9%
No. of visitors
Park visitors
30,000
2,590
6%
20,000
1,161 30,940 31,615
23,310 3%
10,000
12,339
0 0%
2008 2009 2010 2011
Year
Previous Visitors First Time Visitors Proportion of Total Visitors
The proportion of first time visitors to Sydney Olympic Park attending Movies by the Boulevard was
10.4%. The proportion of first time visitors to Sydney Olympic Park has remained steady over the
last four years at between 8% to10% of total attendance. However, as attendance at Movies has been
increasing each year then a larger number of Sydneysiders are visiting the Park for the first time

20. 90,000
76,421 75,355
60,000 54,183
Page views
47,588
30,000
0
2008 2009 2010 2011
Total web page views to the Sydney Olympic Park site for 2011 decreased slightly when
compared to 2010

21. Very Dissatisfied Dissatisfied Average Satisfied Very Satisfied
2011 9% 46% 41%
2010 8% 45% 45%
2009 5% 46% 49%
0% 20% 40% 60% 80% 100%
Movies by the Boulevard continues to achieve high levels of satisfaction. The low levels of
dissatisfaction are attributed to length of free parking and cost of paid parking.

22. 9% 25% 13% 16% 15% 22%
0% 20% 40% 60% 80% 100%
It is in my local area Family outing
I wanted to see this event / movie Social outing
Something a little different Free event
The main reasons for attendance by visitors was for a ‘family outing’ (25%) and ‘free
event’ (22%). The appeal of the event is an opportunity to socialise and connect with family
and friends in a relaxed unique setting which is relatively inexpensive

23. • This
is
a
very
cost
effec@ve
opportunity
to
associate
your
brand
with
Sydney’s
most
popular
outdoor
cinema
event!
• Raise
your
profile
with
true
BIG
screen,
audio
visual
impact
to
a
cap@ve
and
recep@ve
audience
via
on-­‐screen,
pre-­‐show
adver@sing.

24. • Cinema
is
a
unique
medium.
The
sheer
size
of
the
screen
and
audio
visual
format
creates
unrivalled
impact
and
offers
you
the
ability
to
visually
showcase
your
brand
message
and
business
–
and
lets
the
audience
feel
the
excitement!
There
is
no
remote
to
change
channels
–
they
are
cap@ve
and
are
in
an
escapist,
posi@ve
and
recep@ve
state
of
mind.

25. • Adding
cinema
to
your
mix
when
doing
a
TVC
can
increase
the
propensity
to
buy
into
that
brand
by
threefold
• Cinema
is
NO.#1
for
brand
impact,
engagement
and
recall
–
even
over
TV.
Moviegoers
are
44%
more
likely
to
recall
seeing
your
ad
on
the
big
screen,
than
on
TV.
• Ability
to
target
Sydney
people
who
are
highly
inclined
to
go
out
of
home
for
other
forms
of
entertainment.
• At
just
10%
-­‐
cinema
has
the
lowest
ad
avoidance
of
ANY
medium
(71%
for
newspapers
and
48%
for
TV)
–
be
no@ced!
• Cinema
is
Australia’s
No.#
1
cultural
ac@vity
and
the
box
office
con@nues
to
set
new
records
for
abendance
and
income
at
$1.1billion
annually
• Over
82%
of
the
family
market
(19
–
45
year
olds)
go
to
the
cinema
regularly
• Frequent
moviegoers
are
media
savvy
and
low
consumers
of
tradi@onal
media
like
TV
and
Radio
(thus
the
extra
reach)
• Cinema
abendance
rises
with
ones
income
and
educa@onal
level
• Frequent
moviegoers
are
predominately
in
the
youth
and
family
market
segments,
they
are
big
spenders,
social
aware,
trendseEers
and
early
adopters
• Its
popularity
means
cinema
reaches
people
right
across
the
sweep
of
age
and
demographic.

26. • 15
second
commercial
• Media
Cost
$2,500
+
GST
• 30
second
commercial
• Media
Cost
$4,000
+
GST

27. • 15
second
commercial
– Produc@on
$1,500
+
GST
• 30
second
commercial
– Produc@on
$2,500
+
GST
• Produc@on
is
based
on
images/
logos
supplied
by
you
and
covers
script
wri@ng,
voice
ar@st,
post
produc@on
graphic
design
work
and
encoding.
Alterna@vely
if
you
have
a
readymade
(TV)
commercial
to
our
specifica@ons
then
there
is
only
a
encoding
and
handling
charge
of
$500
+
GST

28. • Don’t
miss
out.
Get
in
early,
there
is
limited
space.
• Contact
Us:
David
Krynauw
–
Managing
Director
– Mobile:
0401
993
298
– Email:
david@cineva@on.com.au
Tony
Booth
-­‐
Na@onal
Sales
Director
– Mobile:
0439
988
539
– Email:
tony@cineva@on.com.au
• Our
website:
www.cineva@on.com.au

29. The features and benefits available include advertising, signage, onsite
promotions and marketing opportunities.
Other benefits can be further explored upon discussion and consultation as
we are able to negotiate a specific sponsorship package for each sponsor.
There are three sponsorship levels available:
§ Principal partner (naming rights) - $40,000 + GST
§ Partner - $20,000 + GST
§ Associate Partner - $10,000 + GST
For further information and to discuss strategic partnership and sponsorship
opportunities contact Peter Serrao, on 0438 455 205 or Email
peter.serrao@sopa.nsw.gov.au