The reluctant return of moviegoers to theatres has kept cinema advertising investment below the levels seen prior to the pandemic, though Chinese cinema advertising has recovered to a new high. This is according to WARC Data's latest Global Ad Trends report, which focuses on the IRL ('in real life') ad economy.

Why it matters

“Brands are preparing for a future dominated by virtual interactions in the metaverse. However, it’s vital that marketers do not neglect those all-important physical moments between our digital experiences,” says Alex Brownsell, head of content, WARC Media.

A major cause of cinema's slow recovery...