Want to see your brand name in lights?
Then it's time to roll out the red carpet for cinema advertising - the format that delivers higher impact, greater effectiveness, and better brand outcomes — all in the name of making your brand famous.
Reaching younger audiences isn’t as simple as it used to be: traditional marketing is losing effectiveness as younger audiences prefer curated and immersive experiences.
With the youth demographic becoming increasingly harder to find, we tasked our friends at Kantar to uncover how cinema is perceived as a channel and how it performs as part of a broader AV media mix in campaign impact and efficiency.
The results?
Cinema is a powerful campaign driver amongst youth audiences, building incremental reach and driving greater efficiency and impact per frequency.
Cinema is the place where brands aren’t just seen, they’re remembered.
Cinema ranks highest in advertising equity, especially among younger audiences. Its positive impact makes ads more engaging, fostering brand affinity and long-term loyalty.*
Cinema delivers incremental reach and multi-channel synergy.
Reaching audiences is a challenge in today's attention-poor landscape. Cinema boosts reach, strengthens brand impact, and enhances TV and digital campaigns via the 40/30/20 Reach Rule.^
Cinema delivers 15% of campaign results with just 6% of the budget.
Cinema is one of the most efficient media channels, delivering impact among younger audiences that far exceed its share of budget.^
Sources:
*Media Reactions, 16-29’s, Kantar
^Source: Lift + Meta Analysis 18-34’s, Kantar.
Find out more about how your brand can be famous amongst youth audiences
Download the whitepaper.
Connecting with youth audiences through Cinema has never been bigger in 2025.
Align with and leverage globally recognised IPs that will undoubtedly deliver youth audiences. This year is set to prove more than ever why cinema is famous for youth audiences.
Australia
50%
Total admissions from P18-39.
24.8M
Total P18-39 admissions in 2024.
24%
More likely for P18-39 to be heavy cinema-goers.
New Zealand
44%
Total admissions from P18-39.
3.4M
Total P18-39 admissions in 2024.
14%
More likely for P18-39 to be heavy cinema-goers.
*CineTAM 1st Jan - 31st Dec 2024
In the news.
We’ve got you covered for high-spending audiences.
NEOs/Socio 1&2s are cinema obsessed and love premium entertainment, making the big screen the best place to reach Australia and New Zealand’s most valuable consumers who are willing to spend on their favourite brands and experiences.
Australia
54%
More likely for NEOs to be cinema-goers.
17.6M
Total NEO admissions in 2024.
+5%
Uplift in forecasted NEO admissions for 2025.
New Zealand
14%
More likely for Socio 1&2s to be cinema-goers.
1.79M
Total Socio 1&2 admissions in 2024.
+5%
Uplift in forecasted NEO admissions for 2025.
In the news.
Cinema has always been a shared experience, but for families today, it’s becoming even more powerful.
Busy schedules, endless screens, and constant distractions pull parents and children in different directions, yet the desire to connect and create meaningful moments has never been stronger.
That’s why cinema remains one of the few places where families truly come together.
To understand the power of that moment, we combined multiple data sources including live cinema audience measurement, online research with moviegoers, box office intelligence and in-depth interviews with families to explore the role cinema plays in modern family life, and the commercial impact that creates for brands.
Here’s what we uncovered.
Shared moments create stronger connections.
Cinema is a powerful storytelling moment, where parents and children experience the same emotions, characters and messages at the same time.
For brands, that means messages aren’t received in isolation, they’re experienced together, in a positive, receptive mindset.
Those shared moments drive stronger emotional connection and higher recall, because brands become part of the experience rather than an interruption. And because families trust the environment, that trust extends to the brands within it.
*Source: CineTAM PLUS, “When you watch a family / animated movie with your children in a cinema, how much do you enjoy them?”, Primary – High school children in HH, Been to cinema Summer 25/26, n= 141
Of families often talk about the movie together afterwards.*
Shared influence drives purchase decisions.
When families spend time together, decisions are often made together too.
Cinema puts brands into those shared moments, where conversations and decisions naturally follow. So, not only does cinema build awareness, it helps drive both immediate purchase impact and longer-term loyalty.
*Source: CineTAM PLUS, Parents with Children at School, 2025, ‘Do you agree with the following statements…’, n= 500 / Primary – High school children in HH, Been to cinema Summer 25/26, n= 141Find out more about how family moments build famous brands.
Download the white paper.
of parents trust and enjoy cinema as a shared family experience*
Family movies don’t end when the credits roll.
Those moments carry on at home, through conversations, jokes, play, and shared references, becoming part of everyday family life.
This carryover turns films into larger cultural moments, giving brands the opportunity to become part of the stories families keep sharing long after they leave the cinema.
*Source: CineTAM PLUS, ‘Which of the following do you associate with going to movies?’, Primary – High school children in HH, Been to cinema Summer 25/26, n= 141
Agree children have an influence on household purchasing decisions.*
With brand fame, a brand can enjoy greater top-of-mind awareness, consideration, and loyalty, ultimately leading to increased market share and sustained growth.
Val Morgan Cinema partnered with FiftyFive5 to understand what effect AV channels have on delivering brand equity.
Two surveys were conducted via a multi-channel study and an in-field pre and post cinema testing study.
The results?
Cinema is undeniably powerful, over-delivering on multiple brand equity and ad performance metrics.
Not all brand fame is created equal.
When it comes to real impact and real outcomes, cinema advertising is the GOAT.
In fact, just one ad played in cinema delivers the same amount of brand fame as 10 ads on Digital, 9 ads on BVOD, and 6 ads on Linear TV.
It’s all in the combination.
Building your brand is like creating a blockbuster—you need an all-star cast for maximum impact.
In a fragmented media world, using the right channels is crucial. Cinema, combined with digital video and TV, significantly boosts brand fame, enhancing campaign effectiveness and creating memorable experiences.
With cinema, you can achieve a 20% uplift over digital alone and a 13% uplift over TV and digital combined.
And there’s a lot more where that came from.
Download the full whitepaper.
In the news.
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The ones to watch: what’s blowing up the box office in 2025.
Published on B&T -
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Cinema’s superpower: How one ad on cinema delivers the same amount of brand fame as 10 ads on digital
Mi3 Market Voice
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Killer hits: 2025’s horror slate proves fear is Gen Z’s favourite genre.
Youth audiences -
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Ethan Hunt’s final mission might just be his most impossible yet.
Famous for NEOs -
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Superman & Fantastic Four trailers signal a heroic year ahead.
Famous for youth -
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Disney’s next big adventure: Elio brings a cosmic journey to cinemas.
Famous for families -
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Cinema summer admissions up 9%, soar to 13.5 million.
Famous for families -
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A legendary tale prepares to take flight from animation to live-action.
Famous for families -
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Lilo & Stitch crash back onto the big screen in live-action adaptation.
Famous for families -
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From blocks to box office: the world’s best-selling game builds a big-screen adventure.
Family audiences -
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Attention marketers: At least 49 days of memory encoding from 10 seconds of a cinema ad, where half the audience is under 40
Mi3 Market Voice
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Val Morgan Cinema and Kantar analysis confirms Cinema is a powerful campaign driver among youth audiences.
Youth audiences
