The Big Picture: Cinema 2024

Examines the adspend outlook for cinema, taking into account the big picture view.
  • Global cinema ad spend is set to reach $2.9bn in 2024, with investment forecast to rise 5.2% year on year, a significant slowdown from the +11.3% growth in spend in 2023.
  • US spend is forecast to reach $640m this year, up 13.3% on the previous 12 months.
  • China’s movie industry enjoyed a strong 2023, with takings up 83% on the previous COVID-impacted year; however, this theatrical success has not been matched by an equivalent upswing in ad spend.
  • Theatres are struggling to attract audiences outside of blockbuster release windows; only 23.3% of Gen Z consumers say they visit cinemas on...

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