A dark room, and
42 %* of Finns go to the cinema at least a few times a year and only 11 %* never go. For an advertiser, cinema means an audience that stays in the seat for the whole ad.
01
When cinema works
Cinema suits awareness building and launches. 69 %* of Finns skip or fast-forward advertising whenever they can, but in a cinema the ad cannot be skipped. The viewer is relaxed and little else competes for attention. That is why a long message gets the room it needs. Admissions peak exactly when viewers are most open to advertising, between 15:00 and 21:00. Around 67 %** of people receive advertising relaxed at that time. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely.
02
A few lessons from the channel
Cinema carries the highest cost per contact of any channel. It also cannot be tied directly to bookings or sales, so it belongs in the plan as an awareness channel. When budgets tighten it is the first thing to be cut, and that is worth knowing at the planning stage. The viewer sits still in a dark room with no second screen. That is why a long, story-driven message works better there than anywhere else. Consumer response varies considerably between media, and the content of the message matters in relation to the objective. The split that works best is three blocks: hero messages, consideration messages and tactical messages. Cinema is where the hero message belongs, because it can hold the whole room.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We negotiate the deals and choose the cinemas and the films by who is sitting in the room. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: asset versions for every length and the tracking of each season. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74. ** Kantar AdReaction and DCM Admissions.
Examples of what we do
- Media strategy and channel selection
- Cinemas and films chosen by audience
- Deal negotiation and rates
- Timing around seasons and premieres
- A long, story-driven ad version
- Awareness measurement
- Marketing Engine
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