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Harry Potter helps BMW make 'cinema advertising history'

BMW made "cinema advertising history" at the weekend by attracting the most exposure for any ad from a single film, thanks to the popularity of the latest Harry Potter movie.

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The ad, which is called "snow", ran ahead of 'Harry Potter and The Deathly Hallows: Part 1', the penultimate film in the JK Rowling franchise, and secured 2.5 million impacts in the UK, according to figures from Digital Cinema Media (DCM).

Martin Bowley, managing director, DCM, said: "Cinema's always a great place for advertisers to reach a large targeted audience, but this weekend, with the help of box office smash Harry Potter, we will have made cinema advertising history."

Created by WCRS with media planned and bought by Vizeum, the ad follows the car as it is driven by young men and women across different terrains, including a metropolitan landscape, the moon, and snowy mountains, showcasing the interior and exterior of the car.

The ad ends with the strapline: "The new BMW X3. Joy wants you to have it all."

While most cinema ads will appear before several different films, "snow" only ran against the Harry Potter film in cinemas. The ad was targeted at young men and women between the ages of 15 and 24.

'Harry Potter and The Deathly Hallows: Part 1', the first of the two-part translation of the final Harry Potter book, broke five UK box office records in its opening weekend.

The film now holds the record for the biggest three-day opening and the biggest single-day ticket sales total ever recorded. It made £18.2m over the three-day weekend, taking £5.9m on Friday, £6.6m on Saturday and £5.7m on Sunday.

The latest Harry Potter movie has also beaten the previous opening record for the franchise in the US and Canada.

League Tables

Total box office figures (Nov 20&21)

Film

Weekend Box Office

Weekend Impacts

Total Box Office So Far

Impacts So Far

Harry Potter-Deathly Hallows 1 (Warner) 

£18,319,721.00

4,260,400.23

£18,319,721.00

4,260,400.23

Due Date (Warner) 

£1,218,115.00

234,252.88

£8,023,491.00

1,542,979.04

Despicable Me (Universal) 

£648,479.00

122,354.53

£19,066,830.00

3,597,515.09

Skyline (Momentum) 

£513,338.00

98,718.85

£2,332,170.00

448,494.23

3-D Jackass (Paramount) 

£349,096.00

50,229.64

£5,068,164.00

335,564.03

Red (Eone Film) 

£222,059.00

42,703.65

£6,840,646.00

1,315,508.85

Alpha And Omega (Lionsgate) 

£192,823.00

41,897.92

£2,873,122.00

1,290,687.92

Guzaarish (Utv M.Pic) 

£171,027.00

37,081.35

£171,027.00

552,523.46

The Social Network (Sony) 

£170,846.00

32,889.81

£10,178,808.00

1,957,463.08

Another Year (Momentum) 

£161,966.00

31,147.31

£1,274,817.00

245,157.12

Paranormal Activity 2 (Paramount) 

£124,087.00

23,862.88

£10,937,805.00

2,103,424.04

Saw 3D (Lionsgate) 

£105,467.00

16,225.69

£8,022,330.00

1,234,204.62

Chico And Rita (Cinx) 

£81,172.00

15,610.00

£81,172.00

15,610.00

The Kids Are All Right (Universal) 

£77,337.00

14,872.50

£1,485,900.00

285,750.00

Let Me In (Paramount) 

£69,505.00

13,366.35

£1,352,772.00

260,148.46

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