1:
Introduction
The cultural power of cinema is undeniable. Events that bring people together are more important now than ever.
In the sixth edition of our industry-leading Building Box Office Brands series, created in partnership with insight consultancy everyday people, we explore the cultural power of cinema and the role of the shared experience within today’s increasingly targeted AV landscape.
2:
Co-viewing is disappearing, except in cinema
Data from Thinkbox shows the shift in TV habits:
- Half of all TV impacts are now viewed alone
- Younger audiences are increasingly choosing solo screen time
- This limits shared cultural moments
In contrast:
- 90% of cinema experiences are shared
- Cinema remains a uniquely communal space in today’s AV landscape
- That means more powerful shared cultural moments for your brand
3:
Why shared viewing matters more than ever
As AV planning shifts increasingly toward one-to-one formats (like YouTube or mobile streaming), many brands risk losing one-to-many moments - the powerful, collective experiences that build lasting brand impact. According to our research: Nearly 3 in 4 young adults agree that “events that bring people together are more important than ever”.
62%
Going to the cinema is much more than the film. It's a social occassion.
71%
Being part of a big audience enhances the experience.
62%
Like to get to the cinema in good time to see the ads and trailers.
60%
Enjoy talking about the ads with other people.
4:
Why co-viewing creates stronger signals
Consumers unconsciously assess what a brand’s context says about its quality, trustworthiness, and stature.
This is known as signalling theory — and it explains why the where of your ad matters as much as the what.
A study by everyday people and EssenceMediacom shows:
- Cinema and TV deliver the strongest fitness signals (e.g. perceived financial strength)
- Cinema outperforms TV among 16–34s, offering the most prestigious and credible environment for brands
5:
The cultural power of cinema
Cinema guarantees a shared experience, which is a rarity in today’s fragmented AV landscape. By including cinema in your AV mix, you:
- Reinforce co-viewing to your media plan
- Amplify positive social and fitness signals
- Strengthen brand fame and stature
