Val Morgan Cinema Network has announced a partnership with Red Elephant, a specialist multicultural marketing and insights agency to present ‘Access Asia’- a new mass market cinema opportunity that specifically targets Chinese and Indians living locally in Australia.
‘Access Asia’ is initially available in two programmes, Access Bollywood and Access China – reaching Australia’s fastest growing Chinese and Indian communities.
With localised targeting and access to over 130 language specific releases, Val Morgan Cinema is forecasting over one million Asian Australian admits across 12 months.
Cally Scivetti, Val Morgan’s marketing and strategy director commented, ‘Multicultural cinema is rapidly growing in Australia. In the last 12 months, the Chinese movie box office market in Australia has doubled and ticket sales to Bollywood movies have increased by over 60 per cent.
“This is evident in the strong recent Australian performance of Bollywood blockbuster “Sultan” and Chinese movie “Mermaid” – the highest grossing movie of all time in China.’
According to Reg Raghavan, executive director of Red Elephant, “The story of the 2016 ABS Census will be the high growth of Indian/South Asian and Chinese Australian communities.
“Bollywood and Chinese films offer a direct cultural linkage to India and China. Access Asia gives marketers a channel to reach all demographics within these communities, targeted geographically in key community areas.”
Cally Scivetti added, “Access Asia is our first offering by culture and language. Chinese and Indian Australian communities are high value market segments with movies being a top and established passion point.”
The opportunity was officially launched in Sydney and Melbourne earlier this month and Val Morgan have confirmed that there has been huge demand from market with advertisers looking to tap into this growing and lucrative market.
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]