Advertising best practice, evidence and insights

KFC taps cinema context for incremental reach

News • 29 July 2019

KFC, the QSR chain, has taken its campaign to tackle negative perceptions of the brand – focusing on its taste compared to the numerous copycat brands on the UK high street – into cinemas.

UK cinemas see record audiences and adspend

News • 19 July 2019

Digital Cinema Media (DCM), the company responsible for selling 82% of cinema ads in the UK, has reported a 12% increase in year-on-year adspend in the first half of 2019 and that it expected “huge audiences” in the second half.

The Blockbuster Effect: How cinema can help campaigns to launch with impact

Article • Michael Tull, WARC Exclusive, June 2019

Looks at how cinema can be used to launch campaigns by delivering powerful messaging, increased ROI and strong emotional connections for brands.

Cinema ‘turbocharges’ channel planning in combination with TV and online media

Article • Alex Brownsell, WARC Exclusive, April 2019

MESH Experience, the market research company, presented new research into cinema media in a WARC Webinar alongside National CineMedia and Screenvision Media.

Cinema as a superhero medium

Article • Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019

Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.

Global cinema chains eye Saudi opportunities

News • 05 January 2018

RIYADH: Ending Saudi Arabia’s 35-year ban on cinema theatres is one of the liberalising reforms attributed to Crown Prince Mohammed bin Salman and international cinema brands have been quick to respond to the opportunity.

The power of the big screen: The role of cinema advertising in Australia's media mix

Article • Val Morgan and Kantar Millward Brown, Research on WARC, June 2017

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Indian cinema audiences are young and affluent

News • 14 June 2017

MUMBAI: Not only do India's cinema audiences tend to be young and affluent – an attractive demographic for brands – they are also more likely to pay attention to ads in this medium than on television, a new study says.

India cinema picks up

News • 30 May 2017

DELHI: After a lacklustre couple of years for Indian cinema, a brace of blockbuster movies is helping to boost the industry's fortunes, at the same time a forecast growth of 15% in cinema advertising revenues hints at the new opportunities for ...

Infographic: Cinema goers' online habits

Article • Admap, April 2017, pp. 8-8

This infographic is based on research from GlobalWebIndex, in which more than 24,000 cinema goers from across the globe were surveyed on their internet habits.

Disney breaks $7bn box office record

News • 21 December 2016

LOS ANGELES: Disney has become the first studio to pass the $7bn mark for global box office receipts thanks to the success of its brands including Lucasfilm, the makers of the Star Wars franchise, and Marvel, the producer of superhero stories.

WARC Webinar: The additive impact of cinema advertising

Article • WARC Webinars, September 2016

This Warc webinar presents new, unpublished research from MESH and National CineMedia about the impact of cinema advertising.

Adstats: Global media consumption

Article • Admap, December 2015, pp. 48-49

This short article compiles statistics on media consumption, based on data from GlobalWebIndex.

Cinema in the 21st century

Article • Alanna Cole-Baker, MEC, November 2013

This article discusses cinema visitor numbers in the UK, finding that numbers continue to grow and that engagement is high.

The baby boomer cinema-goer

Article • Blackett Ditchburn, Admap, November 2013, pp. 41-43

This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development.

Breaking the habit code

Article • Franck Sarrazit and Gerardo Fuksman, KANTAR TNS, In Focus, June 2013

This article looks at how marketers can create or change consumer habits. It explains, from a psychological perspective, what habits are and how they are triggered and uses the study of eating popcorn in cinemas to demonstrate the importance of context.

Media usage across the day

Article • USA TouchPoints, 2013

This article highlights how American consumers use media channels throughout their day, using data from USA TouchPoints.

Adstats: Cinema Advertising

Article • Admap, February 2011, pp. 48-49

For the February 2011 Admap edition, Adstats covers admission trends and advertising spend in cinema, which is forecast to grow 3.7%.

What does cinema advertising add to a campaign?

Article • Millward Brown Knowledge Point, 2009

The cinema offers a good opportunity to reach a younger audience across the globe. The “cinema experience”, with its shared nature, tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign.

Cinema's ten-year bounce-back

Article • Peter Howard-Williams, Admap, December 1993

By 1984, the cinema audience had been almost wiped out by TV, tacky and vanishing theatres and some pretty bad films.