Cinema advertising

Advertising shown in cinemas before feature presentations and through associated cinema media packages. Common forms include on-screen advertising, premium or film-aligned packages and foyer and experiential opportunities where available. Availability varies by market, supplier and campaign date.

Cinema advertising can be considered when a brief needs high-attention audiovisual environments, launches, entertainment adjacency and geographically selected campaigns. It should still be compared against alternative channels rather than treated as an automatic choice.

Planning normally considers cinema estate, film slate, admissions, audience profile, geographic coverage, copy length, certification and campaign dates. The appropriate mix depends on the objective, audience, geography, campaign period, budget and creative.

There is no single fixed price for cinema advertising. Cost can change with geography, inventory quality, format, demand, campaign dates, duration, production, buying method and the scale of the schedule.

Targeting options depend on the medium and supplier. For cinema advertising, planners should be explicit about whether targeting is geographic, contextual, audience-based, intent-based, behavioural or a combination, and what data supports it.

Use current cinema audience/admissions and supplier campaign data. Do not present projected admissions as guaranteed delivery.

Before booking, confirm the campaign objective, target audience, geography, dates, creative format, budget, delivery basis, measurement method, production requirements and what would cause the recommendation to change.

PMA can assess whether cinema advertising fits the brief, compare it with other media, investigate current inventory and buying conditions, build it into a wider schedule and coordinate the practical steps required to launch.