Cinema Goers Like Local Ads

Going to the cinema is about more than just the film and adverts are seen by many as integral to the cinematic experience. Over half of APAC residents (57%) think that commercial adverts shown before films help to set the mood. This rises to nearly three-quarters in the Philippines (72%), 63% in Thailand and 61% in Malaysia.

Nearly two-thirds of respondents (62%) also agree that cinema advertising is a good way to find out about new products and 61% agree that it keeps them up to date with things happening in the local area.

Half of consumers (51%) find cinema advertising more creative and/or entertaining than other forms of advertising and roughly the same amount (50%) also admit to paying more attention to cinema adverts than to TV adverts.

However, not all consumers embrace the commercials. Over a third of those polled (37%) admit to ignoring them, particularly in China where this rises to nearly half of respondents (46%). A significant proportion (30%) also confess to arriving late to miss the adverts, particularly in Thailand, where (38%) have done so.


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