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Cinema effectiveness

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Case Study

The Ministry of Culture, Community and Youth (MCCY), a Singaporean government department, inspired young people to feel more confident in their resilience in the event of a crisis through emotional storytelling.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study shows how Persil, a detergent brand, successfully increased its sales in the UK with a bold campaign that reinforced its decades long motto.

News

LONDON: Cinema offers an unique opportunity to engage a captive audience who have paid to pay attention, delivering more positive experience than any other AV channel, a new WARC Best Practice paper argues.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Case Study

This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Case Study

This case study details how Koodo Mobile, a mobile network operator brand, changed its business trajectory through the Choose Happy campaign in Canada.

Case Study

This case study explains how Mercabarna, a wholesale marketplace, used a short film to raise awareness of the company in Catalonia, Spain.

Case Study

This case study shows how The Guardian, a newspaper brand, launched a bold campaign claiming ownership of the weekend to directly engage with its loyal readers.

Case Study

This case study describes how Sunsilk, Malaysia's largest shampoo brand, reached two separate audiences by using targeted advertising that suited local sensibilities.

Case Study

This case study looks at the Australian financial services provider ANZ, that targeted the crucial entry point of teens and young adults with a campaign that would be useful to the audience.

Article

This Warc webinar presents new, unpublished research from MESH and National CineMedia about the impact of cinema advertising.

Case Study

The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.

Case Study

This case study explains a campaign by Wrigley's Extra gum that reversed steady declines by creating a brand that would be remembered at the moment of purchase.

Research Paper

This article looks at the possibilities for specificity in out-of-home advertising.

Case Study

This case study describes how Grupo Éxito, a Colombian retailer, enhanced its corporate social responsibility and achieved mass reach with a documentary showcasing the country's natural wonders that was promoted on social media.

Case Study

This case study describes how Emirates NBD, a leading local bank in UAE, created a 'Bollywood on wheels' portable cinema to bring entertainment to labour camps, to improve its brand perception amongst affluent people and increase account openings.

Case Study

This case study describes how Caramel Films in Spain came up with a one-of-a-kind criteria for deciding which film out of three available it would distribute.

Research Paper

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.

Case Study

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.

Case Study

This case study describes how Sky News Arabia highlighted its brand promise and gained viewership by broadcasting from an unexpected location - a cinema.

Article

This article provides marketers with information and guidance on several major media channels.