Big screen, big impact: Val Morgan study shows cinema wins Gen Z’s attention

Val Morgan Cinema is using new Kantar research to highlight cinema’s effectiveness in reaching young audiences, positioning the big screen as a high-impact channel for brand engagement.

The research, commissioned by Val Morgan, found that despite making up just 6% of media budgets, cinema delivers 15% of campaign impact per person reached.

Sharon Hilton, head of media insights at Kantar, said the study reinforced cinema’s ability to cut through in an increasingly fragmented media landscape.

“Audiences are immersed in a high-quality setting where brand messages resonate,” Hilton said. “Cinema delivers distraction-free moments that create lasting impressions for Gen Z.”

Guy Burbidge, Val Morgan’s managing director, said younger audiences remain central to cinema’s value for advertisers.

“The big screen offers an immersive experience that captures attention like no other channel,” he said. “It’s an incredibly effective platform for brands looking to build awareness and engagement with Gen Z.”

Burbidge pointed to a strong upcoming film slate that presents further opportunities for brands, including Thunderbolts in May, 28 Years Later in June, and major superhero releases Superman and Fantastic Four: First Steps in July.