Reel happiness: Understanding the emotions of cinema goers

This paper analyses consumers' happiness levels in the cinema versus other media channels and argues that increased happiness levels in the cinema have a positive impact on levels of engagement, creating a uniquely valuable environment for advertisers.

Reel happiness: Understanding the emotions of cinema goers

Anna Cremin, Graeme Lawrence and Kelly McKnight

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Introduction

Pearl & Dean is a UK cinema advertising contractor. The organisation represents a wide range of cinemas across UK and Ireland, from multiplex chains through to the majority of the independent cinema sector, offering brands targeted advertising opportunities both on-screen and within the cinema environment. As with other media channels, Pearl & Dean provides brands and media buyers with access to big data sets that profile audiences and their behaviour, however, what they haven't had...

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