Cinema is one of the few remaining environments where families actively choose to spend time together, making it a powerful setting for brands to reach multiple generations simultaneously, according to Val Morgan research.
The Famous For Families study, drawing on box-office intelligence, online research among moviegoers and in-depth family interviews, found shared family time is highly valued and that brand perceptions formed in cinema are shaped collectively across generations.
"When families are in the cinema, they're engaged, present and sharing the same moment. That creates a rare environment where brands can be experienced together across generations, building trust and long-term connection," said Guy Burbidge, managing director of Val Morgan Cinema.
Matt Sandwell, director at The Owl Insights, said cinema stood out in an increasingly fragmented media landscape.
"Families are actively seeking opportunities to spend meaningful time together. Cinema delivers a shared experience where everyone is engaged with the same story at the same time,” Sandwell said.
“That creates a powerful environment for brands to be experienced as part of moments families genuinely value."
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