A recent survey reveals that social networks and television (44% each) are the channels through which viewers are most likely to notice promotional campaigns for new theatrical releases.
Only three in 10 moviegoers, or 30%, notice advertising campaigns for new movies directly in cinemas, while one in five (20%) spot them on out-of-home media such as billboards, according to international research conducted by YouGov.
Podcasts (7%) and newspapers or magazines (9%) are the least effective channels for attracting viewers’ attention. Far ahead, social networks and television are the undisputed influencers for 44% of respondents.
The study also reveals significant differences between markets. For example, viewers in Italy are the most receptive to TV campaigns (64%), followed by those in India (56%) and Australia (54%).
In the United States and Britain, TV remains the most effective channel for movie promotions, with 47% and 41% of viewers, respectively, paying attention to campaigns through these channels.
Social networks, meanwhile, are particularly effective in Indonesia (71%) and India (70%), followed by the United Arab Emirates (66%). Hong Kongers are the most receptive to “out-of-home” advertising campaigns (41%), while Italians are the most attentive to radio promotions (20%).
In India, meanwhile, people are most receptive to campaigns on mobile apps (44%) and via podcasts (19%).
New movie promotions shown directly in cinemas attract the most attention among Mexicans and Indians (42%), followed by Italians (34%) in Europe. In France, 32% are attentive to this type of advertising, compared with 50% for content broadcast on television. Over a quarter of Americans (28%) also notice these ads in movie theatres.
Among the least receptive to campaigns for new movie releases across all media channels are viewers in Germany (31%), Sweden (30%) and Denmark (30%).
These figures show that social networks have become an indispensable tool for movie promotions. Moviegoers are increasingly online and may be more likely to discover new releases via digital platforms than traditional means.
Indeed, TikTok has inspired one in three moviegoers on the platform to visit theatres, according to a report by the Chinese social site. Platforms have become true allies for the movie world and an effective means of reaching a much wider and younger audience, drawing them to cinemas.