Kantar has released new research for May 2023 on consumer engagement, which shows what the perception of cinema is today, as a medium, and how audiences engage with movies.

The latest data shows that 60% of consumers regard going to the cinema as a unique experience. 53% of adults agree that they enjoy watching movies in the theater because there are no distractions or interruptions during the screening. The most engaged viewers, who say they have visited the cinema five or more times in the past six months, indicated that special formats such as 3D or 4DX, among others, are an additional incentive for them to see a movie on the big screen.

Besides, cinema audiences have always been valued by marketers, due to the fact that they are mainly very active consumers and people with good material status.

Source: : https://www.kantar.com/uki/inspiration/advertising-media/consumer-cinema-trends