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Marketers are increasingly looking for a bigger role in the moviegoing process, but not always on screen.
Cinema advertising grew 18.5% last year, to $539.9 million, according to the Cinema Advertising Council, even as movie attendance last year was relatively flat. The rate surpassed the increase rate of 15% annually for the last several years.
But that figure takes into account not just on-screen ads, but in-cinema marketing like concession-area marketing (up 48%), in-lobby and in-auditorium audio programming (up 207%), and in-lobby sampling programs (up 374%).
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