Cinema & Gen Z - New Age Media

Cinema is the perfect place to effectively reach Gen Z and leave a lasting positive impression.

Own observations and numerous reports indicate a persistent problem faced by marketers. We are constantly distracted, and even overwhelmed, by content. Cinema stands out among other media by attracting attention with high-quality premium content.

Younger audiences rate cinema as the most entertaining and high-quality advertising channel. Cinema creates unforgettable experiences that resonate with viewers on an emotional level. The cinema auditorium provides a space for focused attention. It is a place where audiences can fully engage. This, in turn, is a significant variable for brands that want to break through the noise or even the chaos of information.

In the cinema auditorium, we do not have the option to skip ads or perform too many distracting activities at once, which means that every message is delivered in its entirety and maximizes the impact of brand-related content.

Younger Audiences Appreciate Cinema as a Medium

Among all media channels, cinema consistently ranks highest in terms of the value provided by viewing conditions and the perception of advertisements, especially among younger audiences. Young viewers appreciate the distraction-free space and less invasive environment. This creates a positive and open attitude, allowing advertising to resonate more deeply. Ads are not only watched but also positively received, making cinema invaluable in building positive perceptions and supporting long-term loyalty.

For campaigns that rely heavily on television, cinema brings significant added value by engaging 14% of viewers who are outside the TV audience—those who are hard to reach through traditional broadcast strategies.

For digital campaigns (including online video, social media, and BVOD), cinema provides additional reach. It reaches 12-13% of people who do not use social media platforms or VOD.

Cinema fills the gap in the media mix with an additional unique reach (3.6%) that is unavailable to either television or digital platforms. This highlights cinema’s role as a strategic booster, offering a distraction-free environment.

Key Positive Aspects of Cinema as an Advertising Medium:

High Effectiveness in Engaging Gen Z:
Cinema is probably one of the few places where, for at least one hour and often nearly two hours, we are focused solely on one screen. Importantly, it’s not the screen of our smartphone.
The cinema auditorium is a distraction-free place where viewers’ attention is fully focused on the big screen, which also maximizes the impact of advertising content and brand messaging. This is especially important when fighting for the attention of young viewers who tend to avoid ads.

Unique Reach:
Cinema perfectly complements other channels, increasing the reach and effectiveness of campaigns. It works synergistically with other channels such as TV and digital media, filling gaps in reach.
Cinema reaches unique audience segments according to the 40/30/20 rule. About 40% of cinema’s reach are people who rarely watch TV, 30% are less active on social media, and 20% are unique viewers unavailable through either TV or digital media.

Highest “Ad Equity” Score:
Cinema achieves the highest “ad equity” score among young audiences, meaning that cinema ads are more positively received and perceived as less invasive. Campaigns that are positively received are (seven times) more effective. The comfortable and distraction-free environment contributes to ads being seen as more meaningful, which helps build positive perception and long-term loyalty.
Campaigns that are positively received are seven times more effective, making this a key indicator for maximizing ROI. Therefore, it is increasingly important to focus on channels that not only deliver content but also encourage openness and engagement from audiences.

Long-Term Impact:
Cinema ads stay in viewers’ minds longer. It’s a great tool for building brand awareness and associations that last over time and influence purchasing decisions.

Summary:
Cinema is the ideal place to effectively reach Gen Z and leave a positive impression.

Cinema advertising means:

Full viewer focus – zero distractions, 100% attention on the ad
Positive reception – cinema ads are liked, not skipped
New reach – access to people who don’t watch TV or spend time on social media
Strong effect with a low budget – high ROI and long-lasting impact
Cross-channel campaign support – cinema amplifies the effect of TV and digital campaigns