Cinema claims to be bucking the trend, with 6.5% growth in 2020

In the face of changing consumer habits and a weak ad market, cinema is claiming to be the bright spot on media’s horizon, with 6.5% growth in January 2020, when compared to January 2019.

Val Morgan Cinema’s managing director Guy Burbidge said even though many advertisers still see it as a “traditional” medium, cinema had in fact undergone a revolution.

Val Morgan said cinema advertising is 2.6 times more effective than TV at making brands ‘top of mind’

The group, using Val Morgan’s CineTAM audience measurement tool, also noted 26% growth in the “difficult to reach” 14 to 24 year old demographic.

Cinema, Burbudge said, remained one of the few places consumers can truly escape, which increases the power of its advertising.

“Cinema is one of the last places that offers a truly immersive experience,” he said. “With little or no distractions, it is a medium that can hold an audience’s undivided attention while they’re with the people they care about most.”

On cinema’s appeal to advertisers, he added: “While many advertisers still see cinema as a traditional channel, the reality is that few channels have undergone such a significant revolution in recent times. Cinemas continue to invest in larger, better-quality screens, superior sound quality, powered recliner seats and improved food and beverage offers. They’re no longer simply a place to watch a movie – they’ve become a complete entertainment experience.”

Noting the impending Easter school holidays – which typically leads to an uplift in audiences – Burbidge said it’s time for brands to get on board. Last year, Easter recorded admission figures of 4.8m, according to CineTAM.

“For brands aspiring to meaningfully connect with an audience of scale, cinema represents a unique opportunity, and smart advertisers are seeking to leverage that advantage,” he said. “Cinema is no longer a ‘nice-to-have’ on the schedule, it is a must buy.”


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