Cinema | WARC

Article • WARC Best Practice, April 2019

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.

The Brand Benefits Study

Case Study • 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.

Cinema ad market shrugs off OTT threat

News • 22 August 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.

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

Opinion • James McDonald, August 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.

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 July 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 July 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.

Audi Spain: Ever After

Case Study • Patricia Miret, Patricia Urgoiti, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Audi, the international automobile manufacturer, improved brand perception and sales among consumers by breaking stereotypes and reinforcing a message of equality in a historically male-dominated industry.

Cinema ‘turbocharges’ channel planning in combination with TV and online media

Article • Alex Brownsell, WARC Exclusive, April 2019

MESH Experience, the market research company, presented new research into cinema media in a WARC Webinar alongside National CineMedia and Screenvision Media.

Cinema as a superhero medium

Article • Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019

Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.

Amazon's strategy to take on Netflix

News • 20 February 2019

Amazon looks set to launch a bold movie strategy, its Studios head Jennifer Salke has revealed: more original titles and more straight-to-service ones too.

Netflix takes on the big movie studios in Oscars marketing drive

News • 19 February 2019

If you thought winning Oscars was all about making just making a fine movie, you can be forgiven. Netflix, the US streaming company, is bringing its muscle into traditional studios' domain.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Biti’s: Reinvent the Vietnamese Origin Legend - Sons of the Fairy and The Dragon

Case Study • MMA Smarties, Gold, Vietnam, 2018

Biti's Kids, a footwear brand, achieved 36% incremental growth by launching an animated film for parents and children in Vietnam.