COVID-19 impacted cinema more than any other media channel, with theatres closed as a result of government social distancing policies. However, in the years prior to the pandemic, cinema had gained strength and clarity in its role. As such, as t a place in the media mix. In particular, cinema aligns well with TV advertising. A trip to the cinema is both a financial and social investment for people; a positive experience and environment where people are more emotionally engaged, and receptive to advertising.
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