Latest research, conducted by Millward Brown, illustrates cinema's unique position in the competitive media landscape.

Cinema's captivating environment coupled with advertising being an integral and accepted part of the cinema ocassion, sets cinema well ahead of other media.

Cinema is seen as the medium that most people agree "makes them take more notice of advertising" and one of the least intrusive, with cinema ads seen to be less annoying or irritating, than advertising in other media.