“It's the atmosphere, the big screen; it's all large and dark”
(18-24 Male, Manchester)

“Because it's so big, completely surrounding your head and you can hear it very well and see it in huge colour, it makes more of an impression”
(Mum, London)

• In one sense a pragmatic theme but should not be overlooked in terms of its impact and connection with audiences
• Even in the days of home cinema nothing can recreate the thrill of the genuine big screen experience for consumers
  • a visual event: sheer size of the screen
  • impactful and involving sound: volume and quality demands attention: physically reverberates in the chest
  • atmospheric auditorium: womb-like interior, dimmed lighting sets the scene for an event
  • silence and anticipation: fully engaged and ready to be entertained
• Overall these elements have a powerful impact on an emotional and sensual level for the audience
  • don't feel this in any other setting

“It's escapism, it's completely a fantasy world”
(Mum, London)

“You can feel free, a guilt free sit down. There's nothing extra you should be doing, you can't be dashing off, picking someone up or doing the washing”
(Mum, London)

“I imagine Gothic Arabiany looking places – that's what cinema does, it transports you to exotic places”
(25-34 Female, London)

• Cinema offers a rare opportunity to escape from the everyday grind
  • a safe haven: total physical and mental relaxation
  • antidote to real life: switch off from everyday concerns
  • a place of aspiration, fantasy and glamour: gorgeous/fanciable people and places
  • totally in 'the zone': uniquely susceptible mindset
• By its very nature a wholly encompassing and transporting experience

“The cinema is excitement and entertainment”
(25-34 Male, Manchester)

“You see beautiful people on the screen… and a world where everything is lovely, that's what you want your life to be like”
(25-34 Female, London)

“It was the highlight of my life when I was growing up, I come from a small town and having the cinema was absolutely wonderful...”
(Mum, London)

• Cinema is seen as the high end of entertainment – more of a 'live' event than any other media
  • a real treat, a mood-changing event: seen as very special - especially for kids – puts the viewer in a positive frame of mind
  • powerfully emotive/nostalgic: adults often taken back to their youth recalling the same feelings of excitement
  • blend of aspiration and comfort: in a situation which is both challenging, aspirational and glamorous but also comfortable and familiar
  • associated with big stars and talent
• The 'specialness' of cinema works to amplify the associations with entertainment

“It's a lovely thing for us to do as a family. It's nice for us to do something we all enjoy doing”
(Mum, London)

“Everyone laughing around you is infectious, you all start laughing. If you were sat at home you wouldn't start laughing”
(15-17 Male, London)

• The 'event' nature of cinema offers a unique bonding and social aspect to the media
  • a catalyst to 'together time': for couples, for families, for groups of friends: often hard to find this special time in busy lives
  • a rare opportunity to bond: the cinema/film as focal point for social interaction
  • sharing with family and peers: experience of bonding over the shared experience of the film
  • part of an extended audience experience: feelings and emotions shared by the whole auditorium – versus usual cellular individualistic living
• The consumer seldom shares this kind of experience in any other media

“The Popcorn and everything – it's just part of the excitement. It reminds me of how I used to feel when I went as a kid”
(Mum, London)

“You go and get your popcorn and your drink and you're like, sorted”
(15-17 Male, London)

• Consumers associate cinema with a set of ritualistic behaviour
  • part of the scene-setting and anticipation: transition between everyday life and the fantasy realm
  • ensures they are fully focussed on the film environment: all the 'business' out of the way, fully alert for the experience
  • special snacks evoke nostalgia: part of the experience from childhood
  • and stimulate social bonding and connection: the sharing of sweets and popcorn
• Overall the rituals associated with going to the cinema add further depth to the experience
  • evoke nostalgia
  • and aid social bonding

“The whole environment is quite futuristic now in the cinema, it all looks pretty swish and I would expect to see more mobile phone adverts for example or brand new cars”
(25-34 Female, Manchester)

“It just totally encompasses you because it's louder and bigger and you're in it, you're part of it”
(25-34 Female, London)

• A captive and willing audience who have 'opted in' to an experience
  • made an appointment to view in its truest sense: specific choice, have set aside time and paid for the privilege
  • surrender themselves to the experience: all the aspects of the big screen environment ensure attention is concentrated and focussed
  • consumers see advertising as part of the event: integral element to the build up, along with trailers of upcoming films
• All of the above contrive to provide a mind state that exists in no other media. Consumers describe this as being in 'the zone'
  • physical removal from the detritus and distraction of the home environment, mobiles off etc!

“The ads have more impact at the cinema on the big screen”
(25-34 Female, Manchester)

“Better sound and quality”
(25-34 Male, Manchester)

“It's because the ads are quite different generally, I find them incredibly irritating on the television”
(Mum, London)

“There's a touch of fantasy, the humour is great. It all adds to the experience and makes them [the ads] more memorable”
(Mum, London)

“They do stand out more at the cinema”
(25-34 Male, Manchester)

• Cinema ads are more upmarket (than other media)
• You see the newer ads at cinema
• Cinema ads are longer than TV ads
• Cinema ads have been 'specially chosen for you in the cinema' … but on TV they're for everyone
• Cinema ads are more entertaining
• Cinema ads are special vs. TV as 'everyday stuff'
• Cinema ads are for far more successful products and brands

“The Orange ads are always good”
(Boy, Family Group, London)

“Cinema gives a bit of trendiness to an ad – va va voom!”
(15-17 male, London)

“The Honda ad is my favourite cinema ad. It starts of with a nut rolled along and eventually it makes a car - it is a brilliant ad”
(Boy, Family Group, London)

“You feel the BMW music in your chest”
(15-17 Male, London)

“Cinema has more upmarket ads – you tend to see more companies that are successful or new companies”
(15-17 Female, London)

“Seeing an ad at the cinema makes it more upmarket”
(15-17 Male, London)