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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

Cinema delivers impact and cost efficiency and can make a substantial contribution to key brand metrics when an advertiser includes cinema in their media mix.
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.

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