To primarily understand the incremental benefit cinema brings over and above the current media lay-down (TV, Print, Door drop), with a view to understanding the potential impact of an extended nationwide secondary burst of cinema later in the year.

To measure the branded impact and response to cinema advertising: including the incremental affect from the cinema ad above and beyond what tv has measured for Cravendale; the effectiveness of the trial and repeat purchase and whether the advertising had a more powerful impact on mums or dads.

Cravendale 'Bad Bull' 30" creative was run nationally across DCM-operated cinemas: ODEON, Cineworld, Empire, Picture House & Reel during the Family Focus Easter burst period (5th March - 3rd June 2010).

- The ad performance among Cinemagoers for 'Bad Bull' delivered strong cut-through. Most importantly, the ad had the ability to deliver strong branded impact, even more so than it did on TV & generated a more positive response due to the heightened experience. -Cinema has helped to push trial and repeat purchase for Cravendale and delivered a slight increase in levels of trial & repeat purchase among parents.Dads incredibly responsive to Cravendale ad & in turn this results in significantly higher enjoyment usage (+12%), consideration (+12%). Mums more open to trial (+5%)

The combination of greater attention and fantasy/ entertainment that 'Bad Bull' brings has seen it work harder in cinema. "The cinema offers a good opportunity to reach a younger audience across the globe. The "cinema experience", with it's shared nature, tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign. However, not all advertising works well in the cinema, and the best ads tend to reflect the cinema-goer's desire for escapism, fantasy and entertainment." (Millward Brown).