No media channel has been hit harder by the COVID-19 pandemic than cinema. With consumers stuck at home, ad investment in cinema media is expected to fall 31.6% year-on-year, according to WARC’s latest Global Ad Trends forecast.
Even in China, in so many respects a beacon of light for still-quarantined markets in the West, cinemas are yet to fully re-open their doors to the paying public. The China Film Association recently warned that thousands of theatres face permanent closure as a result of consumers opting to watch video content at home.
With this dire warning causing...