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Cinema is a media channel that reaches audiences in a distraction-free environment where films are shown for public consumption. No longer just the domain of younger audiences, cinema in many markets now has a thriving ‘baby boomer’ audience. Although cinema has low reach, those who it does reach tend to be more receptive to advertising than in many other channels. That makes cinema a useful complement to channels like TV and online video.

Key Reading

Important papers from across the Warc database

Peter Field argues that cinema ads can be powerfully engaging and can create better buzz than other channels. The paper also discusses how cinema ads can be combined with on-site product sampling, how they reach a young audience, and how they are subject to fewer regulatory restrictions than TV ads.
Why cinema offers a premium experience that captures attention and has access to hard-to-reach audiences.
This paper suggests that the "cinema experience" tends to lead to greater attention being paid to advertising.
The rise of cinema-going amongst the over-55s – and how advertisers should adapt to his development.
This tool allows you to build your own adspend datasets for individual media channels, including cinema.

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