Cinema is famous for families: new research reveals why brands grow stronger in shared cinema moments.

Val Morgan Cinema has today unveiled their latest piece of research, Famous For Families, highlighting why cinema remains one of the most powerful environments for brands to connect with family audiences.

Drawing on audience and box-office intelligence, online research amongst moviegoers and in-depth interviews with families, the research explores cinema’s role in modern family life and the opportunity and commercial impact these shared moments create for brands.

The findings show shared family time is highly valued and cinema remains one of the very few environments where families actively choose to spend time together, sharing the same stories and experiencing brand messages together. This creates a powerful setting where influence flows across generations, and brand perceptions are shaped collectively.

Guy Burbidge, Managing Director of Val Morgan Cinema, said the findings reinforce cinema’s unique role in connecting brands with families.

“Families represent one of the most valuable audiences for brands, and cinema is where they naturally come together,” said Burbidge. “When families are in the cinema, they’re engaged, present and sharing the same moment. That creates a rare environment where brands can be experienced together across generations, building trust and long-term connection.”

The research also revealed a growing demand for shared experiences that bring households together in an increasingly fragmented media landscape.

Matt Sandwell, Director at The Owl Insights, said cinema stands out as one of the few environments delivering that shared attention.

“Families are actively seeking opportunities to spend meaningful time together,” said Sandwell. “Cinema delivers a shared experience where everyone is engaged with the same story at the same time. That creates a powerful environment for brands to be experienced as part of moments families genuinely value.”

The Cinema Is Famous For Families research builds on Val Morgan Cinema’s broader Famous platform, following the success of previous initiatives Famous For Brands and Famous For Youth, which explored cinema’s role in building brand fame among key audiences.

The Cinema Is Famous For Families research and whitepaper are now available via the Val Morgan Cinema Famous page at valmorgan.com.au/famous.