DELIVER AN UNRIVALED ENVIRONMENT

- Cinema delivers on an emotional and sensual level for the audience that can not be experienced in any other setting

- A visual feast

- Impactful and involving sound

- Atmospheric auditorium

- Silence and anticipation

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005

“There is no better place to watch films than at the cinema”

DESTINATION VIEWING

“I go to work on the tube everyday so see ads for the films I plan to see that weekend”

- Willing audience who have ‘opted in’ to the experience

- Appointment to view in the truest sense: made a specific choice, set time aside, paid for privilege

- Surrender themselves to experience

- Advertising part of event

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005

CREATES ESCAPISM

“You see beautiful people on the screen… and a world where everything is lovely, that's what you want your life to be like”

- Rare opportunity to retreat from the everyday grind

- A safe haven

- Antidote to real life

- Aspiration, fantasy and glamour

- By its very nature a wholly encompassing and transporting experience

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005

DELIVER HIGH ENTERTAINMENT VALUE

“The cinema is excitement and entertainment”

- High octane excitement

- A treat / mood changing event

- Powerfully emotive / nostalgic

- Blend of aspiration and comfort

- Associated with big stars and talent

- The ‘specialness’ of cinema works to amplify the associations with entertainment

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005

CREATE SOCIAL & BONDING OCCASIONS

“It’s lovely thing for us to do as a family. It’s nice for us to do something we all enjoy doing”

- A social event

- Catalyst to ‘together time’

- Rare opportunity to bond

- Sharing with family and peers

- Fuels word-of-mouth

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005