Cinema advertising has posted 7% growth worldwide in the last two years and the market is now worth £710 million ($1.2 billion; €1bn).
The downside is that the sector still accounts for only 1% of total global display advertising, according to a report from the Screen Advertising World Association.
The trade body says the multiplex revolution and digital technology is attracting a new wave of young and up-market moviegoers, which in turn is encouraging advertisers to use the medium. According to the study, the US is in the vanguard in installing digital cinema.
"Western Europe and USA are the dominant regions, in revenue terms, but rapid multiplex cinema penetration in Asia, South America and eastern Europe highlights the sector's potential for growth," says report author David Hancock.
By comparison the picture less encouraging elsewhere. First quarter figures from the UK's Advertising Association, for example, show that year-on-year spend for the sector declined 2.9% to £38 million.
Data sourced from: mad.co.uk; additional content by WARC staff