Cinema marketing is reaching a broader audience than ever before, according to new research.

Despite the DVD and plasma TV market booming, figures from the Cinema Advertising Association (CAA) show the impact of the big screen has done anything but dwindle.

The amount of people over 45 visiting the cinema grew by 27 per cent between 2000 and 2005 and, significantly, 23 per cent more four to 14-year-olds frequented the flicks in the same time frame.

Erica Taylor, Starcom’s media director, said: “Cinema is a fantastic medium that delivers a captive audience.”

The captive market of cinema has resulted in a high level of brand content on people’s local screens, she added.

CAA research also found there is an eight per cent greater chance of cinema-goers having access to Sky Digital and a 42 per cent greater chance they will have access to DVDs – increasing the chances of link-up marketing.

One such company that has caught on to the trend of cinema advertising is All Industry Marketing with its Eat Cinema channel on Sky which links up with information on new films and has £2 million of investment behind it.

Related Topics: General Marketing