Innovative neuroscience-driven study shows how theatrical content and the shared cinema experience make theatres a uniquely powerful platform for brands seeking to deeper emotional connections with consumers
LOS ANGELES, June 10, 2025 -- Cinema is more than just entertainment, it is an emotional powerhouse that commands attention, fosters deep engagement, and drives brand success. New research conducted by Screenvision Media and Alter Agents reveals that the theatrical experience offers a stage that is relevant, uplifting and deeply emotional. Brands can use the power of this medium to connect with consumers in meaningful ways, putting their brands in the heart of live cultural conversations.
"The power of cinema lies not just in grabbing attention, but in holding and elevating emotional engagement with onscreen content and ads," said Jen Friedlander, Senior Vice President, Insights & Measurement, Screenvision Media. "This study proves what we've long believed: when brands tell stories in the theater, they meet heightened emotional receptivity that leads to stronger recall and impact."
The research tracked emotional responses of moviegoers using immersion technology, an agile neuroscience technique that uses biometric sensors to reveal emotional impact at a physiological level. In addition, a pre- and post-survey was conducted among participants. Findings confirm that movie theaters create a uniquely immersive, distraction-free environment, allowing full emotional engagement with the experience, content and advertising.
The combination of social connection, investment in experience and heightened emotional state resulted in significant lifts across brands featured in the preshow, along with additional insights into consumer engagement.
- Cinema ads outperformed Alter Agents' advertising norms by +21%, earning the highest emotional engagement scores in media.
- Emotional immersion scores for pre-show ads were 1.2x higher than the industry benchmark (63 vs. 52), confirming stronger oxytocin-driven engagement.
- Positive emotions rose +22% post-movie, proving a trip to the cinema promotes a positive mindset and provides an ideal setting for brands to connect with consumers
- Brand favorability increased by +7%, proving the effectiveness of advertising in emotionally rich environments.
- Consideration and likelihood to learn more increased by +5%, reinforcing that immersive experiences drive real business outcomes.
- Ads were 2.6x more likely to be seen as attention-grabbing compared to other placements, making them feel more premium, engaging, and memorable.
- Emotional investment in the theatrical content begins early, with audiences engaging with a film up to three times before attending
- Nearly 6 in 10 viewers say they would take action after seeing ads during the pre-show, highlighting the power of emotional resonance to drive behavior.
"Our research reveals that emotional resonance is the key differentiator for cinema," said Devora Rogers, Chief Strategy Officer at Alter Agents. "When people are emotionally engaged, they not only remember more, they care more. This presents a huge opportunity for brands to foster deeper consumer connections."
About Screenvision Media
Headquartered in New York, N.Y., Screenvision Media is a national leader in delivering comprehensive advertising and content representation services for top-tier cinema exhibitors The Screenvision Media cinema advertising network includes nearly half of all measured cinema admissions, comprising 14,000 screens in 2,300 theatre locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 7 of the top 10 exhibitor companies.
About Alter Agents
Alter Agents is a full-service strategic market research consultancy reimagining research in an era of shifting decision making. Creative thinking and innovative solutions help clients understand consumer needs. Its immersive approach and unique methodology have helped brands such as Snapchat, YouTube, Audacy, Viking Cruises, Pinterest, and more gain actionable insights.
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