Cinema | WARC

Article • WARC Best Practice, March 2020

The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.

What’s working in cinema

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in cinema.

How to use cinema effectively in the media mix

Article • Michael Tull, WARC Best Practice, June 2017

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.

OldTown White Coffee: Anything is Pause-able

Case Study • Su Ling Chan, Galen Lau, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Toyota: Pudgy, a dog with infinite energy

Case Study • Case Studies on WARC, 2019

Car manufacturer Toyota increased sales of its hybrid vehicles in Costa Rica through a humorous commercial that showcased the benefits of hybrid technology.

The impact of COVID-19 on media strategy

Article • MediaSense, Advertising Research Foundation Workshops, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.

Google Assistant: OK Google, start the movie

Case Study • Case Studies on WARC, 2018

Tech company Google raised awareness of its Assistant’s use cases in Germany through a cinema execution.

Renault: Dragon's Cave – The Return

Case Study • Case Studies on WARC, 2019

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.

Ancestry: Railroad Ties

Case Study • SABRE Awards, IN2, North America, Best in Brand Film/Video, 2020

Family history company, Ancestry used a short TV documentary to bring its data to life and appeal to the descendants of slaves in the US.

The Brand Benefits Study

Research Paper • MRS Awards, Finalist, MRS Award for Media Research, 2019

Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.

CIMB FastSaver: Singaporeans adopt digital banking with CIMB Bank

Case Study • Aashay Shah, Sarah McCarrol, Rachel Tay, WARC Media Awards, Entrant, Effective Channel Integration, 2019

CIMB Bank Berhad adopted a multichannel strategy in Singapore to seize consumers' attention and make it easy for them to sign up for its services.

RNLI: Float to live

Case Study • Account Planning Group - (UK), Entrant, 2019

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

What’s working in cinema

Article • WARC Category Intelligence, October 2019

Global strategies, campaign updates and channel trends in cinema.

Petco: Holiday Tails

Case Study • ARF Ogilvy Awards, Bronze, 2019

Petco, a pet care brand, encouraged US shoppers to shop in its stores over the holiday season by launching an emotive film that celebrates the power of giving.

Sofa or silver screen? How cinema is faring in the age of Netflix

Opinion • James McDonald, 八月 2019

WARC’s latest Global Ad Trends has found that cinema growth will outpace the global ad market this year, while UK admissions were at a record high in 2018.

Cinema ad market shrugs off OTT threat

News • 22 八月 2019

The global cinema advertising market is growing faster than any other medium except internet, according to a new WARC report – this despite the rise of streaming services that might be expected to eat into cinema attendances.

Brand Purpose and Cinema

Research Paper • Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

KFC taps cinema context for incremental reach

News • 29 七月 2019

KFC, the QSR chain, has taken its campaign to tackle negative perceptions of the brand – focusing on its taste compared to the numerous copycat brands on the UK high street – into cinemas.

How KFC used the cinema experience to combat negative brand perceptions

Article • Alex Brownsell, Event Reports, DCM Cinema Media Showcase, July 2019

KFC tailored ad content to the feature film being viewed by cinema-goers, in an effort to challenge the way UK consumers viewed its brand.

UK cinemas see record audiences and adspend

News • 19 七月 2019

Digital Cinema Media (DCM), the company responsible for selling 82% of cinema ads in the UK, has reported a 12% increase in year-on-year adspend in the first half of 2019 and that it expected “huge audiences” in the second half.

AT&T: The Face Of Distracted Driving

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

AT&T, a telecommunications company, highlighted the dangers of distracted driving by launching a cinema ad that featured two real victims of distracted drivers.

The Blockbuster Effect: How cinema can help campaigns to launch with impact

Article • Michael Tull, WARC Exclusive, June 2019

Looks at how cinema can be used to launch campaigns by delivering powerful messaging, increased ROI and strong emotional connections for brands.

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.