Your friendly neighbor Spider-Man is taking over Los Angeles International Airport, the gateway to the entertainment capital! Sony partnered with JCDecaux to launch a brand-new domination for the release of Spider-Man: Brand New Day. The studio strategically activated the campaign at LAX two weeks ahead of the premiere, using OOH’s scale to build anticipation as audiences decide what to see and drive them straight to the box office. As the first advertiser to seize this brand new high-impact opportunity, Sony is reaching millions of travelers when it matters most.
Why Is LAX the Perfect Stage for a Blockbuster Launch?
At LAX, travelers have time to take your campaign in. Eighty-eight percent of LAX passengers begin or end their journey in Los Angeles, which means Sony’s audience is not rushing to a connecting gate; they are moving through the terminal at their own pace. With dwell times averaging 60 to 90 minutes and 75% of frequent flyers arriving at least an hour before boarding, the LA traveler has time and attention to spare. LAX averages over 76.5 million passengers annually, during peak travel seasons like summer and spring numbers equate 5.8 million passengers per month. Millions of these summer travelers are bound for Southern California’s top theme parks. Hosting a dense concentration of movie enthusiasts, averaging 17.3 million at Disneyland and 8.7 million at Universal Studios Hollywood. Since these guests are already engaged with film based attractions, this summer crowd forms a highly receptive pre-filtered target audience for studios looking to market their latest movie releases.
Why Do Movie Studios Need OOH Right Now?
The fight for box office success has never been tougher. According to AP-NORC polling, three-quarters of Americans streamed a new movie at home instead of seeing it in theaters at least once last year, and only 16% go to the movies .An unmissable, in-your-face presence in the two weeks when audiences are deciding whether Spider-Man is worth the trip to the theater can make the difference: building anticipation and urgency to override the comforts of waiting for at-home viewing.
Data proves OOH’s ‘drive-to-theatres’ effectiveness. Street Metrics data shows that exposure to ads on OOH screens increase movie rates, with consumers exposed to movie OOH advertising being “74-83% more likely to visit theaters on the opening weekend for that film than those who did not see those ads.” Furthermore, across every four-week campaign analyzed, the higher likelihood of attendance remained consistent week after week leading up to the film's release.
What’s Inside Sony’s Terminal 4 Takeover?
The domination puts Spider-Man in front of the 450,000 people that move through Terminal 4 every month at the U.S. ‘s fifth busiest airport. The exclusive takeover features high impact, prime- visibility placements, and fully immersive zones, hyper concentrated on one core passenger throughway. Blanketing the sole gateway to Terminal 4’s back gates, Sony’s immersive activation guarantees reach among both arriving and departing passengers. The extended travel time through this passenger pulse point ensures that travelers have a long time to engage with larger-than-life visuals at each turn.
Extending the impact of their domination outside the terminal itself, Sony is also activating on JCDecaux’s iconic, ambassadorial Skybridge. Head-on to roadway traffic and strategically placed as the first message to reach Terminal 4 passengers, this placement commands attention and primes the majority of travelers arriving at LAX to be on the lookout for further Spider-Man content as they continue their journey.
To learn more about LAX domination opportunities, browse through JCDecaux’s brochure here: