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The Awards Season is looming and cinemas are chock-full of the year’s best films. It’s the best time of year to catch a movie. It’s also the best time of year to showcase your brand in cinemas.
UK box office admissions are up year on year: last year cinema admissions were worth £1,236 million.*
Cinema is the ideal medium to reach a receptive audience. Cinema-goers are attentive, happy and, most importantly, engaged. Cinema amplifies how we feel; joy, happiness and excitement are all emotions that are highly aroused prior to a film showing, meaning that we are in a more receptive frame of mind. This captive audience has an average of a 20-minute dwell time in cinemas. Research has shown that we are 33%** more alert when out of home in general, and this is amplified when we are at the movies. Advertising in cinemas is twice as memorable as TV.***
Cinema always attracts an ABC1 audience but in January and February, thanks to a selection of the best films of the year vying for major awards, the audience is a particularly premium one. Cinema’s ABC1 audience rose from 64% to 71% for 2016’s awards films and we expect to see a similar uplift this year. In addition to this, cinema’s AB audience are 22% more likely to visit a cinema once every two to three weeks between the months of January and February.
Sources: *IPA Effectiveness awards, **OMC 2013 research, ***Digital cinema Media 2014 engagement study