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| Author | Zoe Aresti |
Cinemagoing remains as popular as ever with the UK public with 2018 being another blockbuster year for cinema, when UK cinema admissions hit levels not seen since 1971.
2019 is set to be even bigger, with a huge number of record-breaking releases making up the film slate. There will be long-awaited adaptations, thrilling sequels and sensational blockbusters, with something for everyone.
The likes of Star Wars: Episode IX, Avengers: Endgame, Captain Marvel, The Lion King and Toy Story 4 are not only set to return big numbers, but these films will also specifically be huge attractions for the 16-34 audience, which accounts for 44% of all cinema tickets sold each year.
In 2018, DCM set itself a new mission – to better understand how to engage these hard-to-reach young audiences.
Our latest research study, Mission 16-34: Launch, Land, Impact, created in partnership with Differentology, explored the different roles that AV media play in the lives of young people, proving that cinema should be a vital medium for engaging 16-34s with brand messaging and considered a pivotal part of any campaign looking to make an impact on this key audience.
The findings also revealed a stark challenge for our industry – 71% of respondents felt that they are “hounded by advertising” and while they spend a huge amount of time online, 39% have installed ad blockers.
Despite this challenge, 16-34s do still feel a strong affinity with brands, they do enjoy quality content and they do like advertising in the right context and cinema’s unique environment provides an attentive audience who are in the best possible context for paying attention and taking in brand stories.
Looking forward to 2019 and beyond, cinema has a remarkable, exclusive film slate for brands to align with. Putting the WOW at the start of campaigns in premium, trusted environments, we can continue to deliver big impact for brands.
The top 10 2019 16-34 films, including expected admissions and TVRs are:
| FILM | ADMISSIONS | TVRS* |
| Avengers: Endgame | 3.8m | 25 |
| The Lion King | 2.7m | 21 |
| Toy Story 4 | 2.4m | 19 |
| It 2 | 2.1m | 16 |
| Star Wars: Episode IX | 2.0m | 16 |
| Aladdin | 1.6m | 12 |
| Captain Marvel | 1.6m | 12 |
| Frozen 2 | 1.6m | 12 |
| Spider-Man: Far From Home | 1.4m | 11 |
| Dumbo | 1.4m | 11 |
Source: DCM Planner. Industry 16-34 admissions, between 1 Jan - 31 Dec 2019. *Equivalent TVRs
To find out more about how to get involved, plan your campaign via the DCM Planner and speak to your DCM rep today.