Cinema continues to be the most impactful of all media not only due to the size of the screen and surround sound  but with consumers being actively engaged in the experience, captive, willing and have ‘opted in’ to an experience.  Consumers see cinema advertising as part of the whole experience, along with the popcorn, trailers and main feature. 

Consumers associate the cinema with a set of ritualistic behaviour as the start of their experience and ensured they are fully focussed on the film environment.  Consumers get all their ‘business’ out of the way to ensure they are fully alert for the experience and sets the transition between everyday life and the fantasy realm.

“ You can feel free, a guilt free sit down.  There’s nothing you should be doing, you can’t be dashing off picking someone up or doing the washing”  Mother, London

The audience make an appointment to view in its truest sense (made film choice, purchased ticket and set aside time) they surrender themselves to the experience.  Consumers see advertising as part of the event, as an integral element to the build-up along with trailers of upcoming films.  All of this contrives to provide a state of mind that exists in no other media (more of this later).

“Cinema ads have been ‘specifically chosen for you in the cinema’…but on TV they’re for everyone”  Male 25-34, Manchester)

“Cinema ads are special vs. TV as ‘everyday stuff’”  Female 25-34, Manchester

“The ads have more impact at the cinema on the big screen””  Mother, London

Cinema offers a rare chance for retreat from the everyday grind.  It has been decribes as a safe haven, total physical and mental relaxation, an antidote to real life and a place of aspiration, fantasy and glamour.  Even in the days of home cinema nothing can recreate the thrill of the genuine big screen experience from the sheer size of the screen, impactful and involving sound, atmospheric auditorium and anticipation.

“It’s escapism, it’s completely a fantasy world” Mother, London

“It just totally encompasses you because it’s louder and bigger and you’re in it, you’re part of it”  Female, 25-34 London

The ‘event’ nature of cinema offers a unique bonding and social interaction.  It’s a catalyst to ‘together time’ for couples, friends and families and offers a rare opportunity to bond.  The film is a focal point for social interaction and offers a shared experience which fuels talkability.  With the fragmentation of other media, this collective experience and personal opinion is fuelling new ‘watercooler’ moments as well as conversation on social media sites online such as Facebook and Twitter.  These digital platforms are in turn fuelling admissions as networks for word-of-mouth are significantly larger and faster the previously.