On Thursday 14th November we took over three of Havas’ and Arena’s meeting rooms to talk to approximately 60 staff from Planning, Buying and Insight teams, as well as a range of their key clients about Cinemology.
Cinemology is our ongoing study into the various people that visit the cinema – who they are, why they go, how cinema fits in alongside the rest of their media consumption, and what it means to them.
It aims to give us a better understanding of them as cinemagoers for the benefit of our owners and key stakeholders, and as consumers for the benefit of our advertisers.
The focus was on three of the most powerful cinemagoing groups – 15-34 Men, 15-34 Women and Families – and the value they represent to advertisers as consumers. They were brought to life with the facts and figures that count, in environments that represent them and their interests.