A report from the SAWA-hosted session on the power of big screen storytelling at Cannes Lions 2025
When filmmaker Gurinder Chadha OBE stepped onto the Cannes Lions stage alongside SAWA President Katharine Jacob OBE, she brought with her a powerful statistic that would define their 30-minute conversation. Since the release of Bend It Like Beckham in 2002, female football registrations in the UK have exploded from 50,000 to over 800,000.
“That’s not just entertainment,” Chadha said during the session titled “Changing Minds: Shift Global Perspectives Through Big-Screen Storytelling.” “That’s cinema changing the world.”
For Chadha, who grew up “yearning to see people who looked like me on screen center stage, as opposed to on the margins,” cinema represents something profound: the ability to reshape how entire societies think and feel. But what makes the big screen uniquely powerful isn’t just the stories it tells—it’s how those stories are experienced.
“Seeing a film in a collective space is that reminder of the universality of emotions and who we are,” Chadha observed. This shared viewing experience, where diverse audiences come together in a single space, creates a unique opportunity for perspective-shifting that other media simply cannot replicate.
Jacob, drawing on her extensive background in cinema advertising, reinforced this point by highlighting how the big screen environment amplifies every message. When stories reach audiences in this immersive, collective setting, they don’t just reflect culture—they actively create it.
Central to Chadha’s approach is a sophisticated understanding of audience psychology that has direct relevance for anyone crafting messages for the big screen. “I always start with the perspective of the audience,” she explained. “What is the audience thinking? How am I going to shift their opinions? I know what you’re expecting, and then I change it, and I shift it.”
This technique of meeting audiences where they are before challenging their assumptions proved transformative for Bend It Like Beckham. Rather than depicting the typical “immigrant rebellion” narrative, Chadha showed a supportive Sikh family encouraging their daughter’s dreams. By subverting expectations, she normalized what audiences initially saw as foreign or different.
“My job is to reach out to your heart, to help you feel heard, feel alive and make you rethink what is around you,” Chadha said, articulating a mission that extends far beyond entertainment.
Chadha’s insights proved particularly relevant when the conversation turned to today’s fragmented media landscape. In an era where audiences can skip, scroll, or click away in seconds, the challenge for all content creators—whether filmmakers or advertisers—has intensified.
“Our job as creatives is even harder now,” Chadha noted. “We need to surprise the audience.” For advertising specifically, she emphasized the need for “a twist in there to stop people’s [skipping] and go, ‘Oh, I love this.'”
The parallel between effective filmmaking and effective advertising became clear: both require authentic storytelling that connects emotionally while challenging preconceptions. Both benefit from the unique power of the cinema environment to create shared, immersive experiences.
Throughout the session, both speakers emphasized that authentic representation isn’t merely a moral imperative—it’s strategic storytelling. When audiences see themselves reflected authentically in stories, they feel “heard” and become more receptive to the messages being conveyed.
For Chadha, this representation serves a larger purpose: “Cinema allows you to change the world.” By “bringing you into the home” of cultures unlike your own, cinema builds empathy and understanding across differences. Professional athletes have credited her films with inspiring their careers, demonstrating how big-screen storytelling can create real-world change.
The session, part of Cannes Lions’ Changemakers track, underscored a crucial point for anyone working in advertising: the medium shapes the message. The cinema environment—with its scale, immersion, and collective viewing experience—amplifies the impact of every story told there.
As Jacob and Chadha’s conversation revealed, cinema’s power lies not just in its ability to entertain, but in its capacity to shift perspectives, challenge assumptions, and inspire action. For brands and storytellers alike, the big screen offers something increasingly rare in our fragmented media world: the chance to create shared experiences that genuinely change how people think and feel.
Chadha left a lasting note on cinema’s power to shape the world—an enduring reminder that messages on the big screen carry both influence and the ability to change perspectives.
This session was hosted by SAWA (the global cinema advertising association) at Cannes Lions Festival of Creativity 2025. SAWA represents cinema advertising companies worldwide, including Motivate Val Morgan in the Middle East.
CinemaCon 2025, held from March 31 to April 3 at Caesars Palace in Las Vegas, once again brought together the global theatrical exhibition community. This year’s convention featured exclusive film previews, major studio announcements, and recognition of industry achievements.
Here are all the trailers released at CinemaCon 2025—the must-see moments, surprises, and sneak peeks that have fans buzzing.
Sony’s presentation unveiled Sam Mendes’ ambitious four-part Beatles project (slated for April 2028) and provided updates on Spider-Man franchises, including “Beyond the Spider-Verse” and “Spider-Man: Brand New Day.” The studio also eased adult-oriented films like Darren Aronofsky’s Caught Stealing and Kogonada’s A Big Bold Beautiful Journey.
Karate Kid: Legends – May 30th
28 Years Later – June 20th
Demon Slayer: Kimetsu no Yaiba Infinity Castle – September 12th
Anaconda – December 25th
Neon presented before the State of the Industry address, highlighting two upcoming releases: a body-horror film starring real-life couple Dave Franco and Alison Brie, and a Stephen King adaptation about Charles ‘Chuck’ Krantz.
The Life of Chuck – June 6th
Together – August 1st
Lionsgate shifted focus from the anticipated Michael Jackson biopic to “Ballerina,” the Ana de Armas-led John Wick spin-off. The studio announced plans to expand the Wick universe with a Donnie Yen spin-off, an animated prequel, and “John Wick 5” with Keanu Reeves. Literary adaptations featured prominently, including works by Stephen King and a new film from John Car.
Hurry Up Tomorrow – May 16th
Ballerina – June 6th
The Hunger Games: Sunrise on the Reaping – November 20th, 2026
Warner Bros. showcased the opening ten minutes of “F1,” positioning it as a summer standout. Their presentation also featured glimpses of P.T. Anderson’s latest film and the horror title “Weapons.” DC Studios leaders James Gunn and Peter Safran discussed “Superman” with cast members David Corenswet, Rachel Brosnahan, and Nicholas Hoult.
Sinners – April 18th
Final Destination: Bloodlines – May 16th
F1 – June 27th
Superman – July 11th
One Battle After Another – September 26th
In just two years, Angel Studios has disrupted traditional film distribution with its audience-driven approach through the Angel Guild, which now has over 1 million active members. The studio is expanding internationally and previewed several upcoming titles, including “Zero A.D.,” a Biblical epic from “Sound of Freedom” director Alejandro Monteverde.
King of Kings – April 11th
The Last Rodeo – May 23rd
Sketch – August 6th
Truth & Treason – October 17th
Zero A.D. – December 19th
Universal’s presentation highlighted sequels and established franchises, including “Jurassic World Rebirth” and the second part of “Wicked.” The studio showcased Blumhouse horror sequels “Five Nights at Freddy’s 2” and “M3gan 2.0,” alongside family films like “How to Train Your Dragon.” Teases of future projects included works from Steven Spielberg and Christopher Nolan’s “The Odyssey” (2026).
The Phoenician Scheme – May 30th
How to Train Your Dragon – June 13th
M3GAN 2.0 – June 27th
Jurassic World Rebirth – July 2nd
Five Night’s at Freddy’s 2 – December 5th
Shrek 5 – December 23rd, 2026
Making their CinemaCon debut, Amazon MGM Studios emphasized their commitment to theatrical releases with plans for 14 films in 2026. Their presentation featured well-received trailers for “Project Hail Mary” and “Is God Is,” spanning adult dramas, high-concept films, and the tentpole “Masters of the Universe.”
The Accountant 2 – April 25th
Paramount showcased a varied 2025 slate led by “Mission: Impossible – The Final Reckoning” and Edgar Wright’s “The Running Man.” Family offerings included “Smurfs” and “The SpongeBob Movie: Search for SquarePants,” alongside adult comedies “Roofman” and “The Naked Gun.”
Mission: Impossible – The Final Reckoning – May 23rd
Smurfs – July 18th
The Naked Gun – August 1st
Disney’s presentation featured the live-action “Lilo & Stitch,” the first trailer for “Tron: Ares,” and animated features including Pixar’s “Elio” and “Zootopia 2.” Marvel Studios previewed “Thunderbolts*” and “Fantastic Four: First Steps,” while 20th Century and Searchlight divisions showcased adult-oriented fare including a Bruce Springsteen biopic. The presentation concluded with a 3D preview of “Avatar: Fire and Ash.”.
Thunderbolts* – May 2nd
Lilo & Stitch – May 23rd
Elio – June 20th
The Fantastic Four: First Steps – July 25th
Freakier Friday – August 8th
Tron: Ares – October 10th
Avengers: Doomsday – May 1st, 2026
Source: BOXOFFICEPRO , CinemaCon 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
In this edition of ‘What’s Buzzin Behind the Screen’, we bring you the latest industry news – everything you need to know about what’s happening behind the scenes in Hollywood. From the latest trailer releases, to box office collections and movie announcements, here’s the October 2021 update:
Stay tuned for the latest industry news in our November 2021 edition.
Source: Screen Rant, The Hollywood Reporter, Variety, Rotten Tomatoes and Cinema Blend
