Magazine article Screen International

The Unique Power of Cinema Advertising

Magazine article Screen International

The Unique Power of Cinema Advertising

Article excerpt

DCM's marketing director Zoe Jones talks about the findings of their latest research project looking at the effectiveness of cinema advertising.

Last week, Digital Cinema Media (DCM) hosted its 2014 Upfronts event at Bafta, bringing together over 200 industry leaders to look ahead to 2015, what's set to be the biggest year for film in decades, and discuss the range of exciting opportunities available for brands to engage the diverse cinemagoing audience and how they can enhance the cinema experience both on and off screen.

The audience were also treated to an exclusive showcase from Disney, highlighting some of the most exciting releases of next year including Avengers: Age of Ultron, Star Wars: The Force Awakens, Inside Out and The Good Dinosaur, which truly set the scene for what cinema has in store for us in 2015.

We also launched the findings of our latest research project, The Bigger Picture. Conducted by Hall & Partners, this study looked at the effectiveness of cinema advertising to help us better understand how cinema is adapting in today's changing media landscape.

The results were conclusive, indicating that cinema is working in a very different way to any other media, with ads watched in the cinema being processed by the brain more consciously, proving a much more powerful and emotionally engaging medium for brands. This offers a unique role for cinema in the contemporary communication mix and, in short, brands and agencies should sit up and recognise the strong, unique impact of cinema advertising.

Cinema advertising is eight times more effective at making your brand stand out from the crowd than television. If you show people an unbranded still from an ad, three times as many cinemagoers will actually recall which brand it is for when compared with TV viewers. Cinema audiences are four times more likely to be emotionally engaged than a television audience, and those exposed to ads in the cinema are twice as likely to recall a brand compared to TV.

Undoubtedly, TV still plays an integral part in the media mix; no-one can refute the scale of its reach to general consumers. However, the changing relationship between how an audience interacts with the TV in their bedroom or living room means that the big screen and second screens are increasingly proving their worth ahead of their allocated media spend and as a critical part of the media mix. …

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