Byravee Iyer
Sep 17, 2014

Base Entertainment seeks best deal for ad dollars

SINGAPORE - Base Entertainment, the live entertainment company that holds a ten-year exclusive lease for the Mastercard Theatres at Marina Bay Sands (MBS) held an event mimicking TV upfronts in a bid to kick-off negotiations with media players and advertisers over its upcoming programming.

Base Entertainment: Reinvigorating media relationships
Base Entertainment: Reinvigorating media relationships

Base Entertainment and OMD, the company’s agency of record made its pitch to a roomful of executives from across television networks, radio stations, out-of-home agencies and cinema companies.

“We are looking for an opportunity to connect with the media and find a way to broaden our demographic and geographic reach,” said Galvyn Liu, associate director, OMD.

At stake is more than US$1.5 million ad dollars. Base Entertainment said it was looking for media value of 1:3, considering the fragmented industry landscape means that consumers are spoilt for choice and it is getting harder to vie for their attention. In all, the company does 250 days worth of theatre and is looking to place products with the right brands.

Base was also vocal in asking media companies to offer concessional rates in distress advertising situations.

Highlighting the successes of the Mastercard Theaters, Liu said Disney’s Lion King, which played in 2011, attracted more than 340,000 people, followed by Wicked, which saw 220,000 people attend. In the past four years, the company accounted for 1800 minutes of commercial air time, acquired 172,800 column/cm worth of newspapaper ads and spent ad dollars on several painted taxis.

Its brand tie ups includes Mastercard, VizPro, Fuji Xerox, Standard Chartered, MediaCorp, Canon, Moove Media, and Prudential Insurance.

“We want to reinvigorate the working relationship with partners,” said Milan Rokic, MD, Base Entertainment Asia. “This means partners who have a vested interest in theater and who are looking to elevate how entertainment is being marketed to the local and international audience.”

OMD’s Liu encouraged media companies to plan around trends. Mobile, instant gratification, multiscreen, social media and shrinking video were the ones he alluded to.

Here’s a handy calendar listing the upcoming shows, for which, marketing and media planning is yet to be finalised:

Show Budget Objective On
Mamma Mia 350,000 Ramp up excitement 13th Nov-14th Dec
Cats 350,000 High frequency exposure to drive recall January
Beauty and the beast 500,000 Create Disney legancy, positioned for kids and adults 17th March for 7 weeks
Singing in the rain 350,000 Drive education at a local level for broadway fans July 2015 for 5 weeks

Rokic also hinted about plans to bring back Cirque du Soleil to Singapore towards the end of next year. He also encouraged media companies to pitch for the smaller, tribute shows as well. 

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