Audience understanding – showcasing cinema’s comeback for DCM

DCM sought inspiring evidence to showcase cinema’s comeback after a year and a half of Coronavirus lockdowns.

They wanted to deepen their understanding of who the returning cinema audience is and demonstrate the unique role that cinema plays for them alongside other media, with a focus on subscription on demand services and whether home viewing during lockdowns impacted perceptions of cinema. DCM were also looking to update key existing stats around advertising attention and receptivity to ensure their knowledge base remains accurate and relevant.

We ran a survey online among a nationally representative UK audience to gather attention-grabbing stats that demonstrated the enduring appeal of the cinema and unique power of its advertising. Results were packaged to both tell the overall story of the post-Covid cinema audience and provide a series of standalone ‘nickable’ slides for the sales team to pick up and use in presentations and conversations with their clients.

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