Media Planning Toolkit: Planning cinema

This article explores the current state of cinema in the UK, detailing key opportunities for advertisers and giving advice for planners.

Media Planning Toolkit: Planning cinema

Tony ReganBrand Performance

Cinema reaches younger, light TV viewers in an undistracted environment and enhances multimedia campaigns, achieving emotional engagement and increased receptivity, but is best suited to premium advertisers.

While cinema no longer has the scale it once had (commanding less than 2% of the UK's advertising spend), it does have a clear place in the multimedia communications ecology – a role enhanced in recent years by harnessing digital technology, leveraging online media and partnering with social media platforms. In a multiscreen age, the biggest screen in media (typically 1,000 times the size...

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