As box office revenue regains ground, in-cinema ad and content brands look to leverage new tools



According to IPG’s Magna unit, cinema advertising in the United States is expected to grow 168% to reach $444 million in 2022.

With the latest Marvel movie, Dr Strange in the Multiverse of Madness, making major moolah at the North American box office, the future for in-cinema advertising and content companies like Screenvision and National CineMedia (NCM) looks better. As box office shows signs of recovery from the pandemic-influenced losses, companies are slowly regaining confidence in cinema adverts.

Screenvision’s CEO John Partilla said though their ad revenues have risen, it would take them another year to reach 2019 levels. Despite the pandemic hammering in-cinema companies, they have used the time to explore avenues to better compete for video or mobile ad dollars.

Companies like Screenvision and its main rival NCMx are launching new products. These products leverage technologies like programmatic and AI to provide a more effective way to showcase their capabilities to buyers.

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