Cinema

Cinema advertising shows adverts on the big screen before a film begins. Advertisers use large-screen visuals and surround sound to create impact, so a product can look dramatic and the message can be more memorable than in a quiet, static advert.

Why cinema can work

• Cinema audiences are a captive audience: they are seated in a dark room waiting for the film, so they are likely to watch the adverts rather than walk past them.
• It can target by film, location and audience type. For example, a seller of walking boots could advertise before a mountain adventure film in cinemas near national parks: the film attracts people who enjoy the outdoors, and the cinemas are in places where those customers live or visit.
• It can allow longer adverts than some media, giving time to tell a short story or show several product features rather than one quick image.

Limits to consider

• Cost is high because the advert must be professionally produced for a big screen and the business must pay to place it before films.
• Reach is limited: only cinema-goers see the advert, and many people rarely visit a cinema.
• The advert is shown for a limited time, usually only while that film is popular. Cinema can target a town or region, but it may not suit very local targeting such as one small neighbourhood.
• Viewers may ignore adverts if they arrive late, talk through them, check their phones or leave the screen.

Cinema advertising is appropriate when a business has a visual, high-impact message for an audience that the film and the cinema's location will attract, and its budget can cover both production and placement. It is a poor fit for a small budget, or for a campaign that must reach a very large number of people quickly.