Cinema advertising capitalizes on positive moods to boost brand engagement and create memorable moments for consumers.
In today’s fast-paced ad landscape, cutting through the noise isn’t just about creative execution—it’s about reaching people when they’re most open to listening. According to Hearst’s ‘Power of Positivity – 2023’ study, consumers are far more receptive to brand messaging when they are in a positive state of mind, leading to increased favorability and consideration.
When people are in a good mood, they’re naturally more open to suggestions, which makes them more likely to recall ads and think highly of the products they see advertised. But it doesn’t stop there—people who feel positive aren’t just passive observers; they’re more inclined to talk about the ads they’ve seen, dig deeper into the product, and even make that all-important purchase. So, the question is: where can brands make the most of these positive moments?
Cinema audiences hold the answer, as environments like cinema, where the vibes are overwhelmingly positive, give brands the chance to create lasting impressions that go far beyond the moment. What makes cinema so uniquely powerful is its ability to create an immersive experience that not only captures attention but also elevates mood. Unlike other media, cinema engages audiences in a shared moment, creating a feeling of connection and community that’s hard to replicate.
Audiences see the ‘ads and trailers’ as part of the event experience and unlike other channels that are viewed alone, cinema naturally creates an environment that can generate a moment of talkability for brands about their ads – DCM Maximise with Cinema, 2024.
Two recent studies by DCM in 2023 and 2024 highlight the crucial role of a positive mindset in shaping consumer behavior. The first finding reveals that around 60% of moviegoers often say they feel a sense of connection when they’re at the movies. The second finding suggests that in contrast to the mixed emotions often experienced on social media, an impressive 78% of cinemagoers say they’re in a great mood when watching a film. This positive state of mind makes them more receptive to the ads they see, turning what could be just another brand message into a memorable moment.
Let’s not forget the beauty of cinema’s focus. Cinema is a rare space where people are truly present. It’s where they put down their phones and lean into the moment, absorbing both the film and the pre-show ads in full. This creates a unique opportunity for brands to craft messages that resonate deeply. The key for brands is to match the tone of the room by using inspiring stories, uplifting visuals, and creating a sense of shared experience that fits the mood of the movie theatre. Cinema isn’t just a screen; it’s a stage that brands can use to generate an immersive experience rather than simply deliver a message.
For advertisers, cinema isn’t merely a venue; it’s a unique opportunity to produce something memorable. It’s a place where positivity can be transformed into brand love, turning ads into moments that matter. Leveraging the uplifting energy of the cinema experience allows brands to make their messages stick in a way that few other mediums can match. As the conversation around the long-term effects of positive advertising continues to grow, one thing is clear: the mood-boosting magic of cinema and its role in fostering positivity is a force to be reckoned with, driving a new era of brand engagement.
Credits: Hearst, DCM, Campaign UK, VAB
In partnership with Havas Media Dubai and Motivate Val Morgan, Hermès returns to the cinema to launch an integrated campaign for the new Hermès Barénia perfume at select cinemas across the Middle East.
This latest campaign promotes Hermès Barénia perfume, a fragrance that embodies free-spirited elegance and the vitality of unbridled femininity. Designed for the modern woman, this enchanting scent celebrates strength, curiosity, and an adventurous spirit, inviting consumers to experience its unique allure.
Off-Screen Sampling – UAE and KSA
Hermès added a scent of sophistication with their latest off-screen sampling, distributing approximately 10,000 samples of Hermès Barénia perfume to premium moviegoers at Reel Cinemas in Dubai Mall and VOX Cinemas in Riyadh Park during the first two weekends of the Joker 2 release.
Here’s a glimpse of the sampling events:
On-Screen Campaign: By Package – FTM
The campaign is further complemented by a 45-second on-screen advertisement currently airing at select VOX, Cinemacity, and Reel locations across the UAE, Kuwait, Qatar, and KSA, following the film Joker: Folie à Deux.
Leveraging on-screen advertising alongside creative off-screen activations through customized cinema campaigns is an effective way to boost your brand’s visibility. For more information on crafting engaging cinema activations that resonate with moviegoers, contact our team at Motivate Val Morgan