Video streamers have elbowed alongside movies for visibility in greater Hollywood’s outdoor billboard scene for awards consideration, joining films seeking to turn heads of industry voter for Oscars and other accolades.
This season, video streaming services Hulu, Paramount+ and Netflix are particularly visible.
Dotting the fabled Sunset Strip canyon are film awards contenders: Searchlight Pictures’ offbeat mystical “Poor Things.” Warner Bros. Pictures family adventure “Wonka.” Netflix music biography “Maestro” and swimming drama “Nyad.” The awards season winds down with Sunday’s telecast of the Oscars.
“Billboard advertising is always there for awards marketing,” said Regency Outdoor Advertising’s President & CEO Philip Berardi in an interview. “People in the industry who vote see them every day.”
TV programs are also part of the mix including Emmy nominated “Andor” from Disney+, Netflix’s royalty drama “The Crown,” HBO’s fantasy “House of the Dragon” and Prime Video’s fantasy “The Rings of Power.”
Billboards in Los Angeles, where the automobile society puts a huge population on the roads, range from thousands of dollars each to $100,000 a month. Rates tend to be fairly level, even as the seasons change.
The advertising platforms have gotten bigger. Billboards are now come in sizes 18 x 48 feet, and 30 x 50 feet. A decade ago, just 10 x 20 feet was the standard.
“Film companies and Hollywood talent are fond of placing billboard ads on the West Side of Los Angeles, which is the heart of the movie business, to ‘speak’ to the movie industry,” says the third edition of “Marketing to Moviegoers, the business/academic book. “This generates a buzz within the film community. The prime locations are the Hollywood–Beverly Hills–Santa Monica area.”
Outdoor is also used to ignite mysteries and encourage viewers to engage in a movie element to solve mysteries or engage other media.
Privately owned, Regency is a 50-year-old outdoor advertising with its billboard platforms concentrated in the Los Angeles area.
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