From the inception of casino scenes in early films to the popularity of online gaming today, the dynamic relationship between cinema and casino culture has evolved over time. Is there an overlapping connection between these two segments of entertainment? Read on to find out.
Cross-Promotion and Collaborations
To reach shared audiences, online casinos and cinemas cross-promote and collaborate. From exclusive movie-themed slot games to joint campaigns, these collaborations aim to leverage the popularity of both platforms to achieve a desired outcome like awareness or entertainment.
This can be seen in how movies like Casino Royale use gambling elements in the Le Chiffre and Bond scene to attract and entertain their audience. We’ve also seen how online casino game software providers like Playtech and NetEnt Games have developed video slot games based on popular films like King Kong and Jumanji.
Apart from the shared themes, both industries are also known to implement collaborative initiatives like sponsored events and joint ventures for revenue generation, branding, and audience engagement. For example, Canadian-American actress Pamela Anderson was once part of “Bravo’s ‘Celebrity Poker Showdown,” where celebrities played online casino games like poker for their favorite charities.
Joint Marketing Campaigns
Movies and online casinos use different strategies to attract and retain customers. For example, online casinos usually use comparison sites like BonusFinder Canada to tell their target audience about their bonus offers and how they are a better alternative to other casino brands in the market. Popular online casino brands in Canada, like LeoVegas, Jackpot City, etc also use these platforms to showcase dedicated promotions. They may also place ads on these platforms and promote image-forming news about their brands. On the other hand, Movies use review sites, social media, billboards, and different marketing channels to promote their products.
However, when both platforms try to reach a similar audience, they tend to use joint marketing campaigns to achieve this goal. In such joint marketing campaigns, popular movie stars are featured in promotional initiatives for online casinos, while online casino games may be incorporated into cinematic narratives as essential plot elements. Achieving this involves integrating the film into their promotional activities, such as incorporating it into advertising campaigns or organizing special events aligned with a movie’s release.
Casinos might establish collaborations with production companies and distributors, taking advantage of partnerships to increase visibility through giveaways or contests held during exclusive movie screenings. In 2015, the Studio City casino was reported to have allegedly paid $70 million for a 15-minute film/advertisement by Martin Scorsese. This shows the extent to which these two entertainment segments can go regarding joint marketing campaigns.
Technological Overlap
Online casinos and cinemas share many similarities when it comes to the adoption and use of new and existing technology. Both entertainment areas actively use high-resolution graphics, sound effects, 3D animation, augmented and virtual reality, multimedia and streaming technology, mobile technology, and more.
Online casinos and cinemas heavily rely on these technologies to improve the experiences they can create and offer to their audience. For instance, online casinos introduced live dealer games through real-time communication technology like WebRTC technology, breaking the distance barrier and allowing for real-time interactive gameplay between users and presenters. Meanwhile, cinemas also use streaming services for content delivery and live broadcasts of special events.
Online casino players can now access games on their smartphones through mobile gaming technology, while cinemas offer mobile ticketing services. This shows that both online casinos and cinemas depend so much on similar technologies to provide their products and services to consumers.
