Young adults
And the cinema

How effective is the cinema advertising on the young adult audience?

1. Introduction

From the Lumières Brothers to the Cohn Brother, and from the Oscars to the Cannes Film Festival, the story of the cinema is at the heart of the media revolution.
More than just a new technology, the cinema quickly became one of the most popular art form and one of the favourite leisure of the 20th century.
Nowadays, the cinema is as media that mostly attracts a young audience, especially with the generalization of the 3D cinema.

Quickly, the cinema has been seen as an opportunity to make the promotion of commercial products, services, and new films.
Today, there are many different kinds of adverts at the cinema; even some 3D ones and I will try to find a way to measure the effectiveness of it on the young adult audience (18-25 years old)

2. Literature Review

First of all, I will talk about the audiences at the cinema.
People tend to think that only young people goes to the cinema. This is a misconception and this is why the cinema is an "under-utilised" medium.
Indeed, previous research had shown that young adult attend to the cinema more frequently than other audiences but old consumers also attend and can be effectively reached. Young adult generally go to the cinema once a month whereas adults and older people go once every three months. Thus, cinema attracts adults and old people and it's even possible to target this cohort via the movies the advertisers selects.

Then, I will talk about the characteristics of cinema advertising.
Compared to the television, you can't avoid the advert at the cinema and generally, people found these commercials clever and entertaining. Commercials are high quality in terms of sounds and pictures options; the captive environment of cinema and the lack of clutter affecting the medium are some reasons for its increasing popularity.
People are more involved into the commercial