March 18, 2025
Moviegoers as well as frequent streamers still prefer the theatrical movie experience over streaming for highly anticipated films
The cinematic experience remains unrivaled in its ability to captivate audiences with immersive storytelling on a grand scale. A recent Screenvision/VAB study confirms what industry experts have long understood: dedicated moviegoers and frequent streamers alike continue to prioritize theatrical releases for their most anticipated viewing moments. For brands looking to make an impact, this is a golden opportunity.
There’s a reason why advertisers have long turned to cinema: it’s a setting where audiences are fully engaged, distraction-free, and emotionally connected. And the numbers back it up. According to the Screenvision Custom Study, both frequent moviegoers and streamers agree that theaters deliver the most exciting, memorable, and immersive experiences for their anticipated content:
For advertisers, this concentrated attention represents invaluable currency in an increasingly fragmented media landscape. Cinema advertising sidesteps the challenges of divided attention, offering instead a rare opportunity to engage with audiences in a state of complete receptivity.
Cinema’s enduring appeal transcends mere content consumption—it offers a deliberate social and cultural experience that streaming cannot replicate. The communal nature of theatrical viewing creates a shared emotional journey that resonates deeply with audiences.
The same study revealed key factors driving theatrical preference:
This powerful combination of cultural significance and sensory immersion creates exceptional conditions for effective advertising, with messages benefiting from heightened emotional receptivity and enhanced recall.
As the industry approaches the summer season, cinema advertising reaches its zenith of effectiveness. The coming months represent the premier period for theatrical attendance, offering advertisers access to the year’s most anticipated films and the largest, most diverse audiences.
This summer’s impressive lineup features prestigious releases spanning multiple genres, including the eagerly anticipated “Marvel Thunderbolts*,” the reimagined “Superman,” the latest “Jurassic World” installment, “Mission: Impossible – The Final Reckoning,” “Karate Kid: Legends,” “How to Train Your Dragon,” “F1,” “The Fantastic Four: First Steps,” and numerous other high-profile productions.
This summer’s blockbuster lineup will draw diverse audience segments across demographics, offering advertisers precision-targeted opportunities rarely found in other media. Cinema stands alone in its ability to consistently deliver Super Bowl-caliber impressions week after week throughout the season. As these cultural events draw unprecedented crowds, brands leveraging cinema advertising will capture a unique combination of focused attention and emotional engagement—reinforcing cinema’s position as the premier platform for high-impact brand messaging when audiences are most receptive.
Source: Screenvision, VAB, Google
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