It Ends With Us, starring Blake Lively and directed by Justin Baldoni, has also made significant waves in the region’s cinema landscape, marking a cultural moment for female audiences in theaters.
Colleen Hoover’s bestselling novel, It Ends With Us, has not only captivated readers worldwide but has also created a significant cultural moment in the cinema landscape of the region—especially in the UAE and KSA. The Blake Lively-led adaptation has broken box office records, drawing an unprecedented number of female viewers to theaters.
Opening in second place behind the action-packed Deadpool & Wolverine, It Ends With Us has consistently remained in the top five films – in the region – for an impressive 20-day streak. This surge in female viewership is especially notable in markets typically dominated by action blockbusters and family-friendly films.
Achieving a major milestone for its genre in the UAE and KSA, the film has attracted over 540,000 viewers, with a large portion being women, underscoring the growing demand for female-driven narratives in the region. Globally, It Ends With Us has grossed an impressive US$285 million, with the UAE and KSA contributing a combined US$5.6 million in just three weeks.
A key factor in the film’s success has been the vibrant social media buzz, particularly on platforms like TikTok. Colleen Hoover’s dedicated following, primarily among young women, fueled anticipation for the adaptation. This phenomenon follows the success of Barbie and Oppenheimer last year, highlighting the increasing influence of online communities in shaping box office trends, even in diverse markets like the UAE and KSA.
@sarahislamm casual #itendswithus #besties #fyp #crybaby @Salma Ezzat @Zeina Islam ♬ cardigan – Taylor Swift
@z4kiaaa اللي تبا تصيح تروح تشوف الفلم #itendswithus @ميثـا ♬ original sound – zakia
@hotgrlscry atlas energy #girlinher20s #inyour20s #datingadvice #girladvice #itendswithus #itendswithusbook #itendswithusmovie ♬ It Ends With Us is in Theaters August 9 – It Ends With Us
The success of It Ends With Us in the UAE and KSA underscores the unparalleled opportunity that cinema advertising offers brands. Unlike the fragmented digital landscape, cinema presents a captive audience deeply engaged with visual storytelling, providing advertisers with the chance to connect during their most attentive moments. As the film industry continues to deliver compelling content for diverse audiences, cinema advertising bridges the gap between these targeted groups and brands seeking impactful connections. Movies like It Ends With Us illustrate how brands can harness cinema’s power to reach precise demographics—be it female audiences, teens, or families—through a dynamic mix of focused attention, emotional engagement, and precise demographic targeting.
Looking ahead, several highly anticipated films offer brands further chances to engage with their target audiences:
Transformers One – Kids, Teens, Families, and 18+
The Wild Robot – Kids and Families
Gladiator II – Two Generations/ Male Audience
Moana 2 – Kids/Families
Smile 2 – 18+ Male and Female
Kraven the Hunter – 18+ Male and Female
Mufasa: The Lion King – Kids/Families, Male and Female
Sonic The Hedgehog 3 – Kids/Families, Male and Female
Want to learn more? Let’s talk.
Source: MVM CinePlan & CineMeasure, Box Office Mojo, TikTok
Twenty-four years after the Oscar-winning original, ‘Gladiator II’ is set to make its long-awaited debut this November. Paul Mescal stars as a grown-up Lucius, nephew of the fallen Emperor Commodus. The sequel continues the saga of power, intrigue, and vengeance in Ancient Rome, introducing a host of new characters and adding fresh layers to the story.
The film features a blend of familiar faces and new talent. Paul Mescal (known for the TV series ‘Normal People’) takes on the central role of Lucius along with other new joiners Denzel Washington and Pedro Pascal. Returning cast members include Connie Nielsen and Derek Jacobi.
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Yes! Ridley Scott returns to direct ‘Gladiator II’, produced by Scott Free. The film reunites several key members of the original production team, including cinematographer John Mathieson, production designer Arthur Max, and costume designer Janty Yates. Scott himself has called the film “one of the best things I’ve ever made.”
‘Gladiator II’ is poised to become one of 2024’s biggest blockbusters, with expectations high for it to break up to ten box office records, according to Screen Rant. The budget has increased from US$165 million to US$310 million, making it one of the most expensive films ever made.
Scott hints at an epic opening sequence, potentially his grandest action scene yet.
The first official trailer for ‘Gladiator II’ has made a massive impact, garnering 128 million views across social media platforms in just 24 hours. This more than doubles the 75 million views achieved by the “Top Gun: Maverick” trailer, highlighting the immense excitement surrounding the sequel.
The original ‘Gladiator’ set a high bar, earning 12 Academy Award nominations and winning five, including Best Picture. It grossed US$503.1 million against a US$103 million budget. ‘Gladiator II’ is expected to continue this legacy, making a significant impact at the box office and potentially breaking multiple records.
This highly anticipated blockbuster provides a valuable platform for brands to connect with both long-time fans and new movie enthusiasts who appreciate epic storytelling and high-quality cinema. The film is expected to resonate particularly well with affluent male audiences.
Contact us to explore advertising opportunities alongside this monumental release.
Prepare for battle— in cinemas November 14, 2024.
Source: Valmorgan, Entertainment Weekly, Screen Rant, Deadline
Nestlé Middle East, in partnership with Zenith ME and Motivate Val Morgan (MVM), launched a cinema campaign to promote the latest ‘Minion Edition Cereals’ across the UAE and KSA, starting August 8, 2024.
Centered around the popular summer blockbuster Despicable Me 4, the campaign engaged both children and parents visiting the cinema during this back-to-school season, inspiring them to start their day with a nutritious and enjoyable breakfast.
On Screen Campaign – UAE & KSA
The on-screen component featured a 15-sec Nestlé Nesquik commercial – following the movie Despicable Me 4 – at select screens of VOX, Reel, AMC, and Muvi cinemas in both the UAE and KSA.
Off Screen Campaign – UAE
To further enhance the brand engagement in the UAE, Nestlé launched an off screen activation by distributing 10,000 co-branded ‘Nesquik x Minions’ popcorn tubs at select VOX cinemas starting Friday, August 9th, 2024. Each tub included a coupon code offering moviegoers a 15% discount on their next purchase at Carrefour online order.
Enhance your brand’s exposure through a tailored cinema campaign, leveraging on-screen advertising and creative off-screen activations.
Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt, and Lebanon.
Cinema advertising has long reigned as a powerful medium for enhancing key brand metrics, due to its ability to reach a deeply engaged audience in an immersive setting. A growing body of research consistently demonstrates its effectiveness in increasing ad awareness, boosting brand perception, and driving consumer action. Recently, two significant studies have reaffirmed the medium’s strength, highlighting its exceptional potential to elevate brand campaigns.
The first study, conducted by Differentology and featured in DCM UK’s Cinema 101, offers compelling evidence of cinema advertising’s impact. The research shows that brands advertised in cinema experienced substantial improvements in key metrics:
The second study, by DVJ Insights in collaboration with Jean Mineur Mediavision, a Dutch cinema advertising operator, shows why movie-goers perceive cinema ads positively. The study further breaks down key metrics addressed in the first study and proves that cinema ads are the best medium for impacting key brand metrics compared to TV, social media, and other mediums:
Brand Recall: Cinema ads foster enjoyment, distinctiveness, and positive associations, leading to superior brand recall.
Brand Impact: Cinema ads achieve top-of-mind recall, driving both unaided and aided brand recall, and enhancing message retention.
Effect on Action: Cinema ads significantly boost purchase intent and encourage consumers to share positive brand experiences.
The combined insights from these studies unequivocally demonstrate that cinema creates a powerful platform for enhancing brand recall, fostering positive brand perception, and stimulating purchase intent.
To learn more about how cinema advertising can enhance key brand metrics and maximize ROI, please reach out to a member of our sales team.
Note: The findings discussed in this article are part of larger, more comprehensive studies conducted and published by the credited agencies. For the full analysis, target audiences, and results of these studies, please visit: Study one Study two
Source: DCM, DVJ insights
Joaquin Phoenix returns to his iconic role as the Joker in Joker: Folie à Deux. The film’s title, French for “madness of two,” describes a shared delusional disorder. This psychological phenomenon serves as the chilling backdrop as we delve deeply into the relationship between the Joker and Harley Quinn, who together will wreak havoc in Gotham City.
Building upon the groundbreaking success of its predecessor, this movie promises to redefine cinematic madness. This DC Comics-inspired masterpiece will plunge audiences into a world of twisted love, psychological terror, and musical mayhem.
Here’s what you need to know about Joker: Folie à Deux.
Lady Gaga joins the cast as Harley Quinn, bringing a fresh and electrifying energy to the iconic character. In a reimagined origin story, Harley Quinn is portrayed not as the traditional psychiatrist-turned-villain but as a fellow patient at Arkham State Hospital. This unique approach promises a fresh perspective on the iconic character, delving deeper into her troubled mind and the twisted dynamics of her relationship with the Joker.
Other returning cast members include Zazie Beetz, who reprises her role as Sophie Dumond, Arthur’s neighbor. The sequel also features new additions like Brendan Gleeson, Catherine Keener, and Jacob Lofland in undisclosed roles, adding to the intrigue surrounding the film’s plot.
Todd Phillips, the visionary director behind the original film, is back to helm this highly anticipated sequel. His signature blend of character-driven narratives and realism promises to elevate Joker: Folie à Deux to new heights of cinematography.
The first trailer for Joker: Folie à Deux was released on July 23, 2024, quickly amassing 24 million views within 24 hours. The trailer offers a glimpse into the film’s dark and captivating world, showcasing the intense chemistry between Phoenix and Gaga. Fans and critics alike have praised the trailer for its haunting visuals and atmospheric score, heightening anticipation for the movie’s release.
The original Joker film, released in 2019, was a monumental success. It grossed over $1 billion worldwide, making it the highest-grossing R-rated film of all time. The film received 11 Academy Award nominations, winning two: Best Actor for Joaquin Phoenix and Best Original Score for Hildur Guðnadóttir. Its success set a high bar for the sequel, which fans hope will capture the same magic.
Joker: Folie à Deux is set to be released on October 3, 2024. The film’s release date marks exactly five years since the original film’s debut, building on the momentum and anticipation generated by the first installment.
As anticipation builds for Joker: Folie à Deux, one of the year’s most highly awaited cinematic events, don’t miss the chance to seize a premier advertising opportunity. Contact us to advertise alongside this most anticipated upcoming blockbuster.
Sources: Val Morgan, Entertainment weekly, The Hollywood Reporter, Screen Rant.
Deadpool & Wolverine: the unmissable cultural moment of the year attracts over 500,000 fans to cinemas across the region
Cultural moments refer to events happening instantaneously around the world that catch the public’s attention through media content. Last year’s standout was Barbenheimer. This year, the excitement began with Inside Out 2, which has already grossed over US$1.56B worldwide. Now, the release of Deadpool & Wolverine marks yet another significant cultural moment.
Premiered on July 25, 2024, the third part of the Deadpool franchise has ignited the box office with a phenomenal global opening of US$438.3M. After just two weeks, the film has grossed over US$824M. This Marvel blockbuster has broken multiple records, including the 12th biggest opening ever and the second highest global opening, trailing only Avatar: The Way of Water and surpassing Barbie.
This success follows a streak of blockbusters outperforming initial predictions at the summer box office, kicked off by The Bad Boys: Ride or Die and continued by Inside Out 2, Despicable Me 4, Twisters, and more.
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In the region, Deadpool & Wolverine dominated the box office across all operators represented by Motivate Val Morgan, achieving more than double the admissions of a typical weekend. The movie clocked in over 500k admissions at cinemas represented by MVM, with 226k admissions coming from the UAE.
Adding this success to the other top summer blockbusters in the region such as The Bad Boys: Ride or Die, Welad Rizk 3 (Arabic), and Inside Out 2, total admissions stand at over 3 million across the MVM circuit – just in a span of seven weeks. This cinematic streak provides advertisers with a unique opportunity to reach a young at heart, affluent audience in an environment of maximum active attention.
Brands such as BMW, Homecentre, Careem, Opel, Yas Island, Jeddah Season, ROVE Hotel, Hertfordshire University, and Splash were among the notable sponsors for the only Marvel movie of the year. They joined major regular advertisers such as American Hospital, Qatar Tourism, and Tilal Al Gaf, all of whom reaped significant benefits from this cultural moment of the year.
Check out the full list of ads booked to follow or coincide with Deadpool & Wolverine here.
Deadpool & Wolverine caps the extraordinary second half of cinema in 2024, in line with the trend of H2 performing well every year with major tent-pole releases. This year will be no different. Hollywood movies such as Joker: Folie à Deux, Moana 2, Wicked, Gladiator 2, and The Lion King: Mufasa, Asian movies like Singham Again (Hindi), Bhool Bhulaiyaa 3 (Hindi), Vettaiyan (Tamil), Greatest of All Time (Tamil), Bougainvillea (Malayalam), and Pushpa 2: The Rule (Multilingual), are also set to be the cultural moments for cinema in the months ahead.
The Warrens return for the final time in the fourth installment, titled ‘The Conjuring: Last Rites,’ set to hit cinemas next year
2025 is shaping up to be a blockbuster year! We’ve already got a Superman reboot, a Mission: Impossible flick, and Captain America’s next Marvel mission. Plus, Brad Pitt’s hitting the gas in an F1 movie produced by Lewis Hamilton, and there’s a Jurassic World sequel stomping its way to theaters.
But wait, it’s not all franchise flicks—there are some exciting originals too! From the twisted mind of Parasite director Bong Joon-ho comes Mickey 17 starring Robert Pattinson, and David Ayer reunites Jason Statham and Sylvester Stallone (with Stallone on the script, this could get wild). Guy Ritchie’s got a new flick with Jake Gyllenhaal and Henry Cavill, and the horror hounds aren’t left out – a new Conjuring movie chills theaters in September 2025.
Speaking of chills, 2025’s horror calendar is stacked. M3gan is back for a killer sequel, there’s a follow-up to the post-apocalyptic nightmare of 28 Days Later, Saw’s slicing its way to an eleventh installment, and Christian Bale takes on the role of Frankenstein’s monster in a Maggie Gyllenhaal-directed flick. Buckle up, because there’s even a “bloody” Final Destination movie on the horizon, and now Warner Bros has announced that the fourth installment in the Conjuring franchise will hit the theaters in 2025.
Here’s the bittersweet part for Conjuring fans: this will be the final chapter for Ed and Lorraine Warren. But fear not—the wider Conjuring universe, with its spin-offs, will likely keep the scares coming. So, grab your popcorn (or maybe a barf bag), because 2025 is shaping up—also—to be a year of epic thrills and bone-chilling chills. Here’s what we know (including rumors!) about The Conjuring 4.
The Conjuring: Last Rites will be released in cinemas on September 5, 2025, barring any production delays. According to The Hollywood Reporter in February 2024, the movie was set to start filming this summer in Atlanta, but we’ve no word since whether that is still the plan. Now that it’s got a release date, we’d assume that filming will start soon in order to hit that September release date. However, Warner Bros has yet to confirm when production will get underway.
James Wan laid the foundation for the franchise, directing its first two installments before handing over the reins to Michael Chaves for The Conjuring 3: The Devil Made Me Do It and The Nun II. According to reports from THR and IMDb, Chaves is set to return as director for the climactic chapter featuring Ed and Lorraine Warren.
Though not yet officially confirmed, according to IMDb, Patrick Wilson and Vera Farmiga are expected to reprise their iconic roles as Ed and Lorraine Warren in the upcoming installment. After all, it wouldn’t be a Conjuring film without them!
Predicting other returning characters is trickier, especially given the limited crossover in the third film from the broader Conjuring universe.
Similar to its predecessors, the fourth installment will delve into a fresh paranormal case, promising a predominantly new cast alongside (some of) the familiar leads.
P.S. For those eager to catch the Warrens before The Conjuring 4, keep an eye out during The Nun 2’s credit scene for a tantalizing glimpse of what’s to come.
While the plot details remain under wraps, here are some possibilities (rumors):
Following the events of the third film concluding in November 1981 with Arne Johnson’s trial, The Conjuring 4 is poised to explore events post that timeline.
The Warrens’ extensive real-life case files offer tantalizing prospects, potentially revisiting haunted locales. In 1986, the Warrens investigated a double helping of haunted houses with the Snedeker house and the Smurl Haunting. The former has already loosely inspired the movie The Haunting in Connecticut, and both revolved around houses supposedly infested by demons – back to haunted house formula after the third part steered away from it?
If they are to avoid that trope, there’s a case that’s yet to be covered from the Warrens’ case files that holds a lot of promise: the legend of the White Lady at the Union Cemetery in Easton, Connecticut.
While the Warrens didn’t directly investigate the phenomenon, they have claimed to have a video of the White Lady in action and have written a book about it.
It’s said that the spirit appears in a delicate white nightgown or wedding dress and moves through the cemetery, with reports that drivers have even seen her outside of the cemetery, causing them to swerve.
The Conjuring 4 has yet to start filming so we’ll be waiting a while for footage. Maybe we’ll get a spooky surprise this Halloween, since filming does start this summer.
Sources: The Hollywood Reporter, Digital Spy
The good vibes are multiplying at Team Motivate Val Morgan! We’re thrilled to welcome three fantastic new faces to the fold. But before they dive headfirst into the world of sales proposals and write-ups, we thought it’d be fun to get to know them a little better – from a cinematic angle (through some quirky questions posed by our marketing team). So, buckle up and prepare for some laughter – we put them on the spot with some hilariously trivial questions, and guess what? They delivered!
Ghazal Safdari, joined our team as Senior Account Manager! She holds a Master’s in Mechanical Engineering from the University of Bath, UK, and has over 18 years of experience in sales and account management across the UK and UAE. Find out more about Ghazal.
If you could describe yourself as a movie character, who would that be and why?
Answer: Indiana Jones – I have moved countries twice (traveling the world) looking for adventure and treasure. I am brave (but hate rats), and will go wherever it takes to win the prize.
What’s one superhero power you would rely on at work to handle deadlines?
Answer: Read minds so I can always prepare for and answer client questions just before they ask, and know their budgets/bluffs etc.
If your career journey were a movie, what genre would it be and who would play you in the film?
My career journey would be adventurous, and I would love to have Emily Blunt as Evelyn Abbott in ‘A Quiet Place’ to play my part.
Tell us about your favourite movies and favourite quote.
Answer: My favourite movies are thought-provoking kind like Inception, something that encourages us to think beyond our accepted beliefs and perceived reality.
Favorite Quote: “The way it works is, you do the thing you’re scared shitless of, and you get the courage AFTER you do it, not before you do it.” –Archie Gates. I like this quote because it is true in all aspects of life. It is a reminder that you got to take action, no matter what.
If our office were a movie set, what role would you love to play in the production? (director, comedian, tech whiz, etc.)?
I would choose Casting Director, as I believe my strong judgment of character makes me well-suited for the role.
Athira Anilkumar joined us as the new Marketing Assistant. She graduated from SP Jain School of Global Management with a Master’s in Global Business Marketing and has over 18 months of internship experience, both online and offline. Find out more about Athira.
If you could describe yourself as a movie character, who would that be and why?
Answer: I would describe myself as Moana – a strong, independent spirit driven by a deep sense of purpose and resilience. Similar to Moana, I feel a profound connection with the sea and ocean. What I admire most about her is her willingness to step outside her comfort zone and confront challenges, which resonates deeply with me. Having studied abroad and lived independently away from my parents, I am driven by a strong desire to explore the world through travel.
What’s one superhero power you would rely on at work to handle deadlines?
Answer: Oh, that would be teleportation. It’s about maximizing efficiency and staying alert without the caffeine jitters. Plus, it would free up a lot more time for self-care.
If your career journey were a movie, what genre would it be and who would play you in the film?
Answer: My career journey can be described as a gripping drama, much like Millie Bobby Brown in ‘Enola Holmes 2’. It’s filled with mystery, intrigue, and unexpected twists, with my journey within the Motivate Val Morgan family marking the first significant breakthrough in my career.
Tell us about your favourite movies and favourite quote.
Answer: I have a passion for animated movies and dream of contributing to the production of one someday. Among them, my favorites are Inside Out and Coco. Inside Out brilliantly explores the complexity of emotions and mental health in a way that is both insightful and entertaining. Meanwhile, Coco is celebrated for its rich cultural representation, beautifully portraying themes of family, tradition, and remembering loved ones.
Favorite Quote: “Oh yes, the past can hurt. But you can either run from it or learn from it.” – The Lion King. Ultimately the quote reminds us that our past experiences, both good and bad, shape who we are and provide opportunities for personal growth and wisdom.
If our office were a movie set, what role would you love to play in the production? (director, comedian, tech whiz, etc.)?
Answer: Editor, the one who brings clarity, structure and a keen eye for detail to every scene.
Abdulrahman Qassab, our new Account Manager at Motivate Val Morgan, KSA! He holds a bachelor’s degree in finance and investment from Al Imam Mohammed bin Saud University in Riyadh, KSA. He has Spent the last eight years navigating the exciting world of sales and marketing in Saudi Arabia. Find out more about Abdulrahman Qassab.
If you could describe yourself as a movie character, who would that be and why?
Answer: I feel a connection with Batman because he is calm and quiet. He represents a strong sense of purpose, determination and resilience in facing obstacles – qualities that I aim to embody myself.
What’s one superhero power you would rely on at work to handle deadlines?
Answer: Griff the Invisible, because I believe a quiet, focused environment is crucial for efficient workload management and meeting deadlines.
If your career journey were a movie, what genre would it be and who would play you in the film?
Answer: I see my career as an adventure where I am the main character. I chose this genre because it embodies the enthusiasm, resilience and openness to new experiences that define my professional journey.
Tell us about your favourite movies and favourite quote.
Answer: I enjoy watching all genres, and it’s hard for me to pick a certain movie. However, my favorite quote is – “Everything’s impossible until somebody does it.” This quote reflects my belief in pushing boundaries and achieving the extraordinary.
If our office were a movie set, what role would you love to play in the production? (director, comedian, tech whiz, etc.)?
Answer: Art director – Leveraging my creative vision and strategic insights to steer projects towards success.
Ghazal, Athira, and Abdulrahman, welcome aboard! We’re thrilled to have you as part of Team Motivate Val Morgan and can’t wait to embark on this exciting journey together.
Ad fraud manifests in many different shapes and forms – from pixel stuffing and ad stacking to fake social media profiles and bots, among others.
Ad fraud is a topic that is less discussed, especially in this region. It is a major threat faced by the digital advertising landscape; we are talking about a multi-billion-dollar industry thriving on deceptive tactics that dupe marketers and agencies every year. According to Statista, ad fraud consumed more than US$80B in ad spend in 2022 and US$84B in 2023 – if the cost of global digital ad fraud were human, it would be the ninth richest person in the world.
So, what is ad fraud? Ad fraud refers to the intentional deception or manipulation of online advertising metrics, such as clicks, impressions, or conversions, to generate false revenue or traffic. Online scammers use various techniques to achieve this, including pixel stuffing (hiding pixels within ads invisible to viewers) and ad stacking (overlaying multiple ads, obscuring each other). Fake social media profiles and click-generating bots further muddy the waters, making it nearly impossible to distinguish genuine user engagement from a carefully constructed digital mirage.
Ad fraud is hard to detect because it may not have an immediate, obvious financial impact. You might think your ad campaign is successful and continue to spend more money on it. In reality, you’re getting fake leads and not reaching potential customers.
Studies suggest a substantial portion of ad spend goes directly into the pockets of fraudsters, leaving advertisers with little to show for their investment. Beyond the financial losses, ad fraud erodes consumer trust. Low-quality online placements inundated with intrusive, irrelevant video ads create rampant annoyance. This negatively impacts brand perception and drives consumers to adopt ad-blocking software, a significant roadblock for campaign reach.
The outlook isn’t all doom and gloom, though. There are ways to protect your budget, starting with a medium that incorporates a one-to-many approach such as cinema advertising. Here is why:
When you book a cinema campaign at the Mall of the Emirates or The Dubai Mall, you know when and where it will appear and that you’ll have an audience – no ad blockers, fast-forwarding, bots, or fake clicks or traffic. You can either buy by screen, by admission, or choose a movie with which your campaign will be played. These options ultimately translate to more transparency, accountability, and verification while decreasing your risk of fraud.
If this isn’t enough, cinema advertising in the region now provides a transparent reporting system like Motivate Val Morgan’s CinePlan and CineMeasure, where advertisers can generate weekly reports to track admissions, demographics, and more.
Transparency issues and ad fraud with digital advertising often mean that video ads mostly appear in cluttered, low-quality digital environments. However, in cinema, your ad takes center stage on the Big Screen, delivering the brand’s message to a real and captive audience, eliminating the risk of fraudulent clicks or impressions.
According to a study by the Video Advertising Bureau (VAB), more than 75% of customers agree that low-quality advertising environments lead to high consumer annoyance. Many types of subpar video placements contribute to this, including ads that seemingly slow-down loading times and multiple video ads playing simultaneously on the same page. Meanwhile, another study by Nielsen shows that consumers consistently engage with high-quality, long-form content on premium video platforms. There is no better match for that than cinema!
According to the NCM & Lumen ‘Cinema in the Media Mix’ study from March 2023, ad engagement with high-quality premium video content generates longer ‘eyes on’ viewing times than other digital and social channels. This less disruptive ad experience enhances memorability, recall and drives purchase intent. Here again, Cinema ranks number one, with close to 80% proven active attention for a 15-second ad.
The latest research from Fiftyfive5, part of Accenture Song, reveals that a single cinema ad delivers the same brand fame as ten digital spots. Cinema isn’t just about delivering a message; it’s about forging lasting connections. The premium nature of the cinema experience elevates the perception of brands advertised. Being associated with high-quality, long-form content positions the advertiser as a premium entity, fostering trust and brand loyalty among viewers.
Cinema offers a unique opportunity to reach a broad range of demographics. With millions of films catering to diverse interests, advertisers can tailor their message to specific target audience demographic groups. This level of audience segmentation surpasses the limitations of online platforms, allowing for more targeted and effective advertising campaigns.
Cinema advertising isn’t confined to static images or intrusive banners. It’s about weaving a narrative within the film’s context. Brands don’t need to rush to include all of their messages in the first four or five seconds – with the logo. Cinema enables emotional storytelling, allowing brands to connect with viewers on a deeper level, leaving a lasting impression that transcends mere product awareness.
Unlike fleeting online interactions, cinema ads create a lasting impact. The large screen experience translates to a higher level of memorability. Combined with the audience’s high attention span, cinema advertising allows brands to build lasting brand awareness and loyalty.
In conclusion, there’s no denying that ad budgets are tight across the board for the foreseeable future, which means that making smart choices to maximize your spend value is more important than ever. With its brand-safe environment, captive audience, and ability to build lasting brand fame, cinema remains an indispensable component of a successful advertising strategy. While digital innovation continues to reshape the advertising landscape, cinema’s ability to connect with audiences on a deeper level ensures its continued relevance in the fight against ad fraud and the pursuit of brand success.
Sources: Statista, The Drum, Video Advertising Bureau (VAB), NCM & Lumen, Nielsen, Ad Week, Campaign Asia
The United Arab Emirates wins 23 majestic Lions – 1 Grand Prix, 3 Gold, 5 Silver and 14 Bronze, at the 2024 Cannes Lions International Festival of Creativity.
The 71st Cannes Lions International Festival of Creativity concluded on June 21, 2024, with the UAE securing an impressive 23 Lions—including 1 Grand Prix, 3 Gold, 5 Silver, and 14 Bronze—across multiple categories such as Grand Prix for Good, Health & Wellness, Print & Publishing, Audio & Radio, Pharma Lions, Industry Craft, Direct, and more.
Winning agencies from the UAE include IMPACT BBDO, Leo Burnett MEA (Middle East & Africa), FP7 McCann, Saatchi & Saatchi ME, MullenLowe MENA McCann Health, and Serviceplan Group Middle East, alongside the brand Floward MENA.
Simon Cook, CEO, LIONS, said, “As we wrap up another year of the Cannes Lions International Festival of Creativity, I hope everyone feels an extraordinary sense of pride and a rejuvenated sense of energy and inspiration in our industry. I’d like to congratulate each and every winner – as well as those shortlisted – on being recognised by your peers as demonstrating the greatest, most effective creativity our industry has to offer.”
This year’s festival saw 13 Awarding Jury Members and 12 Shortlisting Jury Members who joined the cohort of Juries from around the world to select and award the best work of the year.
Nayan Ganegoda and Braeden Bihag proudly represented the UAE in two esteemed events as part of the Festival: the International Young Lions Digital Competition (for young creatives under 30 in the digital category) and the Roger Hatchuel Academy (a mentorship program for university students in creative communications). Their participation exemplifies the UAE’s commitment to nurturing and empowering emerging talent in the ever-evolving creative landscape.
Commenting on their experience at this year’s International Young Lions Competition, Team UAE – Nayan Ganegoda and Braeden Bihag – said “Attending the Cannes Lions for the first time was a remarkable experience. It went beyond what we imagined the festival to be, where we had the opportunity to not just immerse ourselves in learning from the best in the industry but form meaningful connections with them while celebrating creativity week long. We leave inspired and driven to attend again in the future.
They added, “Representing the UAE at the Young Lions, we had the chance to compete with over 100 of the world’s best under-30 creatives for a climate advocacy brief set by ‘Project Dandelion’. They are a new non-profit social movement aiming to unify climate efforts under one banner. In 24 hours, we were tasked with developing and presenting a digital campaign that would drive mass recruitment and awareness. It was a tough challenge, but having the chance to work on a meaningful problem and pitch to industry heavyweights was a truly gratifying experience. Armed with our experience, having succeeded locally at the UAE Young Lions, we brought that experience forward with a strategy-led campaign. In the end, we made it to the shortlist, presenting a second time to a larger jury and securing ourselves a place among the Top 7. Special thanks to Motivate Val Morgan for making all this possible, and to our team at Almost Impossible Agency for believing in us.
Speaking about her experience at this year’s Roger Hatchuel Academy, Clara Armanious from Murdoch University Dubai said, “Representing the UAE at the prestigious Cannes Lions Roger Hatchuel Academy 2024 was a career-defining moment. The energy of the festival, surrounded by the world’s most inspiring creative minds and celebrating the groundbreaking campaigns, was truly transformative and an achievement that will shape my professional journey for years to come.
She added, “At the academy, I had the unique opportunity to engage with and learn from the world’s best industry leaders through panel discussions and sessions, gaining invaluable insights into the creative landscape. I’m grateful to my Professor Joseph Nalloor and Murdoch University Dubai for nominating me for this incredible opportunity. I also want to thank the festival, the RHA, Ian Fairservice, Motivate Media Group, Avinash Udeshi, and Sahal Valliyot from the Motivate Val Morgan team for making this incredible experience happen. This experience has not only broadened my perspective but also inspired my passion for pushing the boundaries of creativity in my future work.”
As the official representatives of the Cannes Lions International Festival of Creativity in the UAE, Motivate Media Group and Motivate Val Morgan extend heartfelt congratulations to the victorious agencies, esteemed jury members, and talented young representatives who proudly showcased the UAE at this year’s Cannes Lions International Festival of Creativity.
Check out the Cannes Lions Wrap Up Report to catch up on all the prominent moments from the festival from industry insights to festival themes and what was said on stage and the work that won.
