Many titles, such as the latest James Bond instalment No Time to Die, were set for wide release and then postponed. Sanchit Jain, technology and media analyst for Enders Analysis, says the year has been spent mitigating damage. That’s despite some of the largest territories for box office revenue reopening, with APAC in particular accounting for nearly 78% of global box office revenue since August.
Indications are that while global cinema ad spend is set to return over the course of the next few years, it won’t return to 2019 levels until at least 2025. She states that even the big brands, such as automotive giants, have lain fallow over the past 12 months. ”I imagine a lot of advertisers across the industry have either had their money refunded or are still sitting on money that they hope to activate again once the cinemas open.”
Starcom’s head of AV, Bryony Lawler, says that few advertisers saw the value in spending on cinema over the past year: ”The only advertisers that have really been spending were those that already had bookings in and were happy to run them on the few occasions cinemas were open and in business. Unsurprisingly, UK cinema ad spend collapsed in 2020, down 80% compared on 2019. So what can media planners, buyers and marketers expect cinema to look like as restrictions begin to ease? The day after tomorrow However, the pandemic’s freeze on releases – and thereby ad spend – will have long-lasting implications. It’s no wonder, then, that the cinema is consistently cited as one of the activities the public are most keen to return to after lockdown, ranking alongside holidays and seeing friends.įor cinema chains and the marketers that advertise around their tentpole releases, there’s no shortage of appetite from consumers to squish into a red seat with a big box of popcorn.
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