Movie Theaters Maintain High Emotional Attachment

As more consumers visit movie theaters, marketers have an opportunity to get their message in front of a captive audience that can’t fast forward through the video. And, consumers seem to be particularly receptive to brand messages delivered in movie theaters. It’s all about Emotional Attachment (EA). NewMediaMetrics 360 Cross Platform Study findings show that consumer attachment to movies exceeds their attachment to other media forms.

For example, consumer attachment to movies exceeds their attachment to TV, radio and magazines when it comes to buying products in specific categories.  And consumers who buy products in the following categories have a high EA to movies:

  • Health and beauty: 44.5%
  • Consumer packaged goods/​foods: 43.9%
  • QSR/​Casual family dining: 43.3%

Movies also win out over TV events in some cases. The study indicates that movies weigh in with a 41.5% EA rating compared to the Oscars at 16.1% and the Grammys at 15.1%.

The emotional attachment that consumers have to the cinema environment further emphasizes the value that marketers achieve by associating their brands with the movies” says Michael Chico, President and Chairman of the Cinema Advertising Council. What should these findings mean to marketers? “Over the past 10 years, Emotional Attachment has been proven to be a predictive means of measuring consumer product purchasing and media behavior by applying academic principals to marketing and media,” said Gary Reisman, Principle NewMediaMetrics,Inc. Marketers who are looking to reach their high-​value customers should include cinema advertising as part of the media mix.

[Source: NEWMEDIAMETRICS STUDY SHOWS THE POWER OF MOVIES TO HELP TARGET A BRAND’S HIGH-​VALUE CONSUMERS. Cinema Advertising Council. 13 Apr. 2010. Web. 27 Apr. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.