Cinema’s resilience: Exhibitors, industry execs and media buyers on the stop-start recovery
Due to factors including ongoing snap lockdowns, cinema has lagged behind other sectors of the media when it comes to attracting advertising in a post-COVID world. Mumbrella’s Zanda Wilson chats with industry experts, as well as media buyers about what 2021 looks like for cinema.
Few sectors of the media suffered as much as cinema during the coronavirus pandemic, and going by recent ad spend data for December last year, a full recovery remains away off.
Cinema, like much of the entertainment industry, was one of the first things to shut down when the pandemic hit, and it may be the last to recover. Ad spend for December was down 74.2% year on year for cinema, according to SMI data.
Ultimately, the impact of continued and sudden snap lockdowns on cinemas in Australia is a burden no sector of the media can really relate to.
