Cinema - Centre of Attention

Client: Digital Cinema Media (DCM)

When COVID restrictions lifted on cinema, DCM could reinstate our role as the UK’s leading cinema advertising company; but this disruption posed a new challenge. We had to restore the trust of our advertisers to become a dominant player in their media plan once again.

The topic of attention sent waves through the industry. If we could prove that our audience were understanding, connecting and remembering cinema adverts, we would have the hook to bring more brands to the big screen than ever before. Without a cinema trade body, DCM took on this responsibility.

We collaborated with attention specialists Lumen to form a research paper posing the question; how much attention does cinema advertising get?

Using ‘video glasses’, we were able to track the eye movements of a cohort of 16-34s throughout their entire cinema experience. Our experts could gather attention metrics from this footage to form now what we know as our study ‘Centre of Attention'.

The results provided the evidence to show that cinema delivers an incomparable viewing experience. With a significant post-study impact recorded, we also have the brand results to be seen as the leading home for grabbing and holding attention within the AV landscape.