The most influential audience isn’t who you think.
Originally published on AdNews.
As a mum of four, I know just how rare and valuable true family time can be. Life is busy, loud and constantly pulling everyone in different directions. That is exactly why the moments when a family is fully present together matter so much. They are not just nice to have - they are the moments that stick.
Cinema has always led the way in bringing people and families together in a way other media simply cannot. Long before social media existed, it was the original social network - a place where families did not just consume content, they experienced it together.
That collective, shared experience has never been more valuable for marketers. As screen viewing becomes more fragmented and attention more divided, cinema offers something increasingly rare: a chance to connect with families at scale, in a setting where they are engaged, emotionally open and sharing the same moment.
Modern family life faster and nosier than ever. Busy schedules and constant digital distractions pull everyone in different directions, yet shared family time is still deeply valued. That is why moments when families are fully present together feel so meaningful - and why cinema remains such a powerful media force.
For many, the big screen is not just entertainment. It is a ritual, a shared memory and sometimes even a core memory. It is a cultural touchpoint that no other channel, especially small screens and digital, can replicate.
Cinema delivers what other platforms cannot: a brand-safe, age-inclusive and unifying environment that creates experiences and lasting memories. It is exactly why brand messages land differently here.
Shared moments create stronger connections and drive purchase decisions.
For many families, the movies are now one of the only places where everyone is together, focused on the same thing, at the same time. This shared experience continues long after the credits roll, with 73% of families talking about the movie together afterwards, quoting characters, replaying scenes and remembering the brands that were part of the experience.¹
With 8 in 10 agreeing that children influence household purchasing decisions, ² shared moments like cinema do not just create memories, they shape both immediate purchase behaviour and longer-term brand loyalty.
Big blockbusters on big screens build big brand reputation.
Millions of families are in cinemas every year, and family titles are a dependable force that dominate the box office. In 2025, 50% of Australia’s top ten highest-grossing films were family or animated titles, which accounted for 1 in 3 admissions - a clear sign that Aussie families love going to the cinema.³
When families have those moments together, brands get their best moments too, because cinema naturally puts people into a positive mindset.
The data shows that cinema significantly outperforms other video environments on positive emotional states, like relaxation, engagement and happiness, This mindset matters commercially because when audiences are attentive and emotionally open, memorability and consideration lift.⁴
Combine that with cinema’s proven ability to drive trust, build brand love far more effectively than online, FTATV, CTV or social, and generate momentum lasting long after the pre-show ends, the impact for brands becomes undeniable.⁵
What 2026 has in store.
Cinema has always been a favourite for family audiences, but the opportunity for brands is even more potent in 2026.
The upcoming slate is packed with multigenerational, globally loved titles, from Toy Story 5 to Minions & Monsters, the Moana live-action remake, Dr. Seuss and Angry Birds, all set to bring kids, teenagers, parents and grandparents to the cinema across the school holidays.
For brands, that moment together creates powerful opportunities to connect. From on-screen placements and school holiday passports to IP partnerships and creative campaigns, cinema offers more ways than ever to show up meaningfully in the experience.
Cinema is not optional. It is the only channel that delivers the whole household in one place, with outside distractions dialled right down, making it one of the most powerful environments for driving brand growth.
Perhaps that is cinema’s greatest strength. As a mum, I know family time is not measured by how often everyone is in the same room, but by those rare moments of genuine connection. Cinema creates those moments. For brands, that makes it far more than just a channel - it is a chance to show up within experiences families value, talk about and carry with them long after the lights come up.
Sources:
1 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
2 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= 141
3 CineTAM Live Admission Data, 2025: w/c 02/01/25 – w/c 25/12/25
4 CineTAM PLUS, ‘Please tick how you feel when you are…’, Primary – High school children in HH, Been to cinema Summer 25/26 n= 141 / Parents with Children at School, 2025, n= 443
5 CineTAM PLUS, When you see advertising in different types of media, how does it make you think about the brand or company being advertised? Primary – High school children in HH, Been to cinema Summer 25/26 n= 141 / Parents with Children at School, 2025, n= 443.