Val Morgan has wrapped up its FilmFronts: Famous Edition tour, which saw the cinema advertising group showcase trailers for the biggest upcoming films in the second half of 2024 across Sydney, Melbourne, Brisbane, and Adelaide.

The event also debuted new research exploring brand frame and how cinema can play a role in marketer's audio visual strategy.

Conducted in partnership with FiftyFive5, the research found that campaigns incorporating cinema consistently drive better results throughout the funnel. These campaigns reportedly generate greater awareness, consideration, and brand fame than any other AV channel. The research suggests that a single ad played in a cinema can deliver the same amount of brand fame as 10 digital ads, 9 BVOD ads, and 6 linear TV ads.

When digital is combined with total TV and cinema, the impact is even greater, achieving a +20% uplift over digital alone and a +13% uplift over TV and digital combined. Cinema attendance continues to show significant growth, particularly among youth audiences, with a 3% uplift already this year. In 2023, four of the top five highest-grossing films were family titles.

NEOs, or New Economic Order consumers, are 55% more likely to be heavy cinema-goers and twice as likely to have visited the cinema in the past month compared to the average Australian. In Q1 2024, NEO admissions showed a 2% YoY uplift.