Audiences are split on returning to the cinema, though France and the United States are more positive, according to research from target audience company GWI.

Why it matters

WARC Data's latest research shows global cinema advertising spend fell by 71% in 2020 as a result of the pandemic and a return of audiences is fundamental to the recovery this year. Social distancing, mandatory mask-wearing and knowing others have had a COVID-19 vaccine will help increase the level of comfort for audiences to return.

Takeaways

• Across the six markets surveyed, 40% of the online population say they are comfortable...