Hollywood blockbuster boom fuels record UK cinema advertising

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The Avengers, Frozen 2, Star Wars and Toy Story 4 prompt all-time high in advertising at the movies

A Hollywood blockbuster bonanza including the final instalments of the Avengers and Star Wars sagas, and Frozen 2 are fuelling an all-time record year for UK cinema advertising.

Seven films have taken more than $1bn (£770m) at the global box office so far this year – Avengers: Endgame, The Lion King, Spider-Man: Far from Home, Captain Marvel, Toy Story 4, Aladdin and Joker – resulting in an advertising bonanza as brands look to cash in on movie fans packing out cinemas.

With two more films still likely to join the $1bn club – record-breaking Frozen 2 and the upcoming Star Wars: The Rise of Skywalker – analysts are significantly upping forecasts for this year’s UK cinema advertising spend.

“The film slate has been so strong and the only place to watch a Frozen 2 or Star Wars is in cinemas for the first 16 weeks from when they premiere,” says Karen Stacey, the chief executive of Digital Cinema Media (DCM), which sells advertising representing 80% of the UK movie market. “That exclusive window can’t be replicated and if an advertiser wants to be involved in the buzz they have to be in cinemas.”

DCM is predicting it will see a record-breaking year for cinema advertising revenues, with ad sales growth up double digits. The advertising bonanza is being driven by big spenders led by Apple, McDonald’s, Sky, Samsung and Amazon.

Source: Hollywood blockbuster boom fuels record UK cinema advertising | Film | The Guardian