Advice You - Business

Cinema advertising has always been an effective marketing tool for some advertisers, while for other

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

s they have yet to see the benefit of this unique form of media. When an advertiser hears the term “

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

inema Advertising” automatically they think the slide that is shown on the big screen with the sooth

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ing music played in the background.

For many years that is exactly what it’s been but companies lik

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

the National Cinema Network and Regal Entertainment along with new technology have changed the scop

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

of how cinema advertising is perceived. At many theatres you can actually have a total digital expe

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

rience from the time you buy your tickets to the time that you sit in your seat. With LCD screens in

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

the theater lobby and digital advertisements replacing both slides and rolling stock, it’s no wonder

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

why both Regal and AMC Entertainment are on the hunt for more mergers and acquisitions.

The phasing

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

out of slide and rolling stock advertising in cinemas across the nation and the progression to digi

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

al advertising puts the cinema advertising game in a new field. Making it more inviting for advertis

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rs, entertaining for the patrons and above all giving advertisers potentially a greater return on th

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

eir investment.

This just adds to the bottom line of the theater, more advertising means more profi

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

s, this is what will drive mergers in this industry. Cinema advertising is growing up and the compan

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

es that control the industry will reap the rewards that will follow.

They will no longer have to se

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ek outside assistance to attract advertisers to their advertising platform, Regal and AMC have imple

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ented this practice already and they haven’t looked back. So now with AMC merging with Loews Enterta

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

nment and Regal Entertainment taking over the National Cinema Network, it just remains to be seen as

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

to which one of these companies will be sinking their teeth into the Cinemark theater chain.

This

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

an happen sooner than later as we enter into the summer months with the big holiday season to follow

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Most of the advertising, even those submitted by major US advertisers, demonstrated how much they are 'out of it'. One thing I noticed to be common among virtually all the ads shown at this Superbowl was the seeming inability of the Advertisers and Ad Agencies, to distinguish between these two kinds of advertising. I will illustrate this point with the following examples that came somewhat toward sound share-increasing advertising, but stopped well short of being really good commercials, for one deficiency or another.

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Advice You - Cinema Advertising is Big Business, So Mergers are a Natural

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