Cinema, arena and venue media

A brand can appear at the entrance, in the foyer and queues, on screens before the programme, on the stage, and on arena or stadium surfaces such as perimeter boards. Which of these are available depends on the venue and the event, so the venue's list of zones is the starting point.

Stage branding is a logo, name or design on the stage backdrop, the stage front or the screens beside the stage. The audience sees it throughout the event, and it also appears in photos and videos taken there, so it has to read clearly from a distance and on camera.

It often is. Many venues and organisers offer brand presence as part of an event or season sponsorship, with the zones, logo placement and display times agreed with the organiser. Some venues also offer foyer or screen space separately from any sponsorship.

Check the available zones, display times, technical requirements for print and screens, sound rules, safety rules for materials and the event schedule. Ask also who approves the artwork, the venue or the organiser, so that files are not prepared twice.

Pre-show ads play on the cinema screen to a seated audience before the film, so they can use video and a little more story. Foyer panels are seen by people walking, buying tickets or waiting, so they need a strong image and a short line that reads at a glance.

For a launch, stage branding or pre-show screen media usually work best, because the audience is seated and paying attention at that moment. Foyer panels and a branded area where people can try the product extend the contact before and after the programme, if the venue allows them.

Ask the venue for the screen resolution, file format, slot length and sound rules before production. Make the message clear without sound, keep text large and on screen long enough to read, and prepare a still version in case a screen cannot play video.

The cost depends on the zones you choose, the number and size of pieces, print or video production, any lighting and how many events or screenings the placement covers. The fee for the space is set by the venue or the organiser, often as part of a sponsorship package.

It depends on how long they stay and how close people get. Foyer panels beside queues need scratch-resistant surfaces and secure fixing, while arena boards face impacts and frequent cleaning and need tougher materials. Pieces for a single event can be lighter, but they still have to meet the venue's safety rules.

Mixed lettering works when one language leads and the others are clearly secondary. On stage backdrops and arena boards, which are read from far away, a logo with one short line works better than several languages side by side. Screens can show language versions one after another.

Stage lighting changes colours and contrast, so stage branding needs strong contrast and a logo that still reads when the lights dim or change colour. Matte materials avoid glare in camera shots, and pale colours can wash out under strong spotlights. Check the design at a rehearsal if the venue allows it.

CONTURA asks about the venue, the event and the zones you are considering, then explains which technical details and approvals to request from the venue or the organiser. Having the venue's technical sheet and the event date at hand makes the conversation specific.