Cinema adverts add more impact and status to brands image

1. "You are more aware that it is
there than at home because
you are looking at the screen
waiting for the film, whereas at
home when the adverts come on
you usually go to have a cup of
tea"
(Male 25-35, South)
"The image is bigger than you on
the cinema screen, it's
smaller than you on TV. It's like
you don't take too much
notice of an ant but you would
take notice of an elephant”
(Male 19-24 South)
CINEMA ADS MAKE
MORE OF AN IMPACT
Source notes: DCM/BMRB 1993

2. “The bigger names are in the
Cinema...it doesn’t sound so
cheap and nasty if you have got
the advert on in the cinema
instead of television; it doesn’t
seem so common and everyday”
(Female 16-18 North)
“If it’s classy, it makes their
product seem more sophisticated
if it’s shown on the Cinema
because not all adverts are shown
on the cinema; it’s a selected few”
(Female 25-35 South)
CINEMA ADDS STATUS
TO BRAND IMAGE
Source notes: DCM/BMRB 1993