The Power of Cinema Advertising
Cinema continues to be the most impactful of all media not only due to the size
of the screen and surround sound but with consumers being actively engaged in
the experience, captive, willing and have ‘opted in’ to an experience.
Consumers see cinema advertising as part of the whole experience, along with
the popcorn, trailers and main feature.
Consumers associate the cinema with a set of ritualistic behaviour as the start
of their experience and ensured they are fully focussed on the film environment.
Consumers get all their ‘business’ out of the way to ensure they are fully
alert for the experience and sets the transition between everyday life and the
"You can feel free, a guilt free sit down. There’s nothing you should be doing, you can’t be dashing off picking someone up or doing the washing” -
The audience makes an appointment to view in its truest sense (made film
choice, purchased ticket and set aside time) they surrender themselves to the
experience. Consumers see advertising as part of the event, as an
integral element to the build-up along with trailers of upcoming films.
All of this contrives to provide a state of mind that exists in no other media.
“Cinema ads have been ‘specifically chosen for you in the cinema’…but on TV they’re for everyone” - Male 25-34, Manchester
“Cinema ads are special vs. TV as ‘everyday stuff’" - Female 25-34, Manchester
“The ads have more impact at the cinema on the big screen” - Mother, London
Cinema offers a rare chance for retreat from the everyday grind. It has been described as a safe haven, total physical and mental relaxation, an antidote to real life and a place of aspiration, fantasy and glamour. Even in the days of home cinema nothing can recreate the thrill of the genuine big screen experience from the sheer size of the screen, impactful and
involving sound, atmospheric auditorium and anticipation.
“It’s escapism, it’s completely a fantasy world” - Mother, London.
"It just totally encompasses you because it’s louder and bigger and you're in it, you're part of it" - Female, 25-34 London.
The 'event' nature of cinema offers a unique bonding and social interaction. It’s a catalyst to ‘together time’ for couples, friends and families and offers a rare opportunity to bond. The film is a focal point for social interaction and offers a shared experience which fuels talkability. With the fragmentation of other media, this collective
experience and personal opinion is fuelling new ‘watercooler’ moments as well as conversation on social media sites online such as Facebook and Twitter. These digital platforms are in turn fuelling admissions as networks for word-of-mouth are significantly larger and faster than previously.
Why Cinema Works
Cinema Provides Unique Audiences
Cinemagoers are light TV viewers enabling brands to reach a unique audience.
Large captive audiences
In 2011, Cinema Admissions reached nearly 172 million people – that's the
equivalent of filling the O2 arena every single hour, 24 hours a day, every day of the year with a unique, captive audience.
Low ad avoidance and deep engagement
Cinema has the lowest ad avoidance of all media as cinemagoers perceive the ads
as part of the overall experience. Cinemagoers are in a relaxed and excited state but most importantly focused on the big screen forming a deep engagement with brand messages
Appeal and motivation to purchase increased
It's proven that cinema has a deep message out take because of high attention
and improved ability to remember detail. Cinema advertising has eight times greater impact than TV
Dual viewing - increasing talkability
Cinema is a social event with an average party of three providing a rare opportunity
to bond with family and peers. This group experience fuels word-of-mouth of what’s on screen.