COVID-19 impacted cinema more than any other media channel, with theatres closed as a result of government social distancing policies. However, in the years prior to the pandemic, cinema had gained strength and clarity in its role. As such, as the world recovers from the pandemic, it will still warrant a place in the media mix. In particular, cinema aligns well with TV advertising. A trip to the cinema is both a financial and social investment for people; a positive experience and environment where people are more emotionally engaged, attentive and receptive to advertising.
Definition
Cinema is a media channel that enables...