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
Super Bowl LIX, held on February 9, 2025 at Caesars Superdome in New Orleans, was a remarkable convergence of sports, entertainment and culture. More than a championship game Super Bowl LIX was a major cultural event, renowned for its high-profile commercials and exclusive movie trailer premieres. Each year, major studios take advantage of this massive stage to unveil first looks at their most anticipated films, generating excitement among millions of viewers worldwide.
Last year’s Super Bowl movie trailers gave us a first look at now-Oscar-nominated Cynthia Erivo and Ariana Grande’s Wicked, as well as Ryan Reynolds’ superhero bro-fest with Hugh Jackman in Deadpool & Wolverine.
The Super Bowl has long been a coveted stage for premiering movie trailers and 2025 was no exception. From action-packed sequels to eagerly anticipated reboots, here’s a look at the standout movie trailers that made waves during the big game:
Mission: Impossible – The Final Reckoning
Tom Cruise returns as Ethan Hunt in what promises to be the ultimate adrenaline-fueled conclusion to the Mission: Impossible franchise. The Super Bowl spot delivered an action-packed preview of death-defying stunts, espionage twists, and edge-of-your-seat thrills. Fans can mark their calendars for the film’s release on May 22, 2025.
Thunderbolts*
The first two glimpses of Marvel’s Thunderbolts gave us plenty to be excited about, but the new Super Bowl trailer takes it even further. This latest look offers fresh footage, a deeper insight into what brings the team together, and a first peek at the film’s villain. The teaser hints at the team’s dynamic and the challenges ahead, building anticipation for its release on May 1, 2025.
Jurassic World Rebirth
Dinosaurs are set to dominate the box office once again with *Jurassic World Rebirth*. This latest installment offers a fresh take on the franchise, introducing new characters while revisiting the chaos of humans coexisting with prehistoric creatures. The Super Bowl featured a shorter TV spot, showcasing much of the same footage as the extended trailer, building anticipation for its summer release. In cinemas July 03, 2025
F1
We got our second look at F1, directed by Top Gun: Maverick’s Joseph Kosinski, gives us more high-speed action. Starring Brad Pitt as a former Formula One driver, the film follows his return to the track to mentor a rising rookie.The film is scheduled to hit theaters on June 26, 2025.
Novocaine
Jack Quaid (The Boys) stars in this superhero action comedy about a man who feels no pain that uses his malady to rescue the girl of his dreams after she’s been kidnapped. Directed by Dan Berk and Robert Olson, Novocaine—which also stars Amber Midthunder (Prey) and Ray Nicholson (Smile 2)— in cinemas on March 13, 2025.
How to Train Your Dragon
So far, we’ve seen two teasers for the remake of How to Train Your Dragon, but this 30-second Super Bowl spot offers the first glimpse of Hiccup (Mason Thames) and Toothless, capturing the magic of their first encounter. In cinemas June 12, 2025.
Lilo & Stitch
The classic animated tale of Lilo & Stitch gets the live-action remake and its Super Bowl teaser took an unexpected approach. Instead of a traditional trailer, the brief clip features Stitch causing chaos on the field—dodging staff, hijacking a cart, and ultimately crashing into a goalpost. In cinemas May 22, 2025.
Smurfs
In the animated family comedy, Smurfette (Rihanna) guides the Smurfs on a rescue mission to find Papa Smurf (John Goodman) after he’s been kidnapped.
Smurfs—which also stars the voices of Hannah Waddingham, Kurt Russell, Natasha Lyonne, Dan Levy, Octavia Spencer, Nick Offerman, Sandra Oh, Alex Winter and Xolo Maridueña—opens in theaters on July 17, 2027.
Source: Entertainment Weekly, Variety and Rotten Tomatoes
