How scene-stealing cinema campaigns give your brand the red carpet treatment
Talking to consumers is harder than ever, says Clare Turner, Chief Commercial Officer at Pearl & Dean. Too much noise, too many interruptions... but research suggests cinema can play a starring role, and not just on the screen.
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You talkin' to me?" Robert De Niro’s improvised line from the 1976 film Taxi Driver – uttered as his character Travis Bickle practices a charged, face-to-face confrontation in the mirror – is one of the most famous quotes in cinema.
The scene immerses the audience in Bickle’s mind, making us feel as if perhaps we are the ones being addressed, challenged and accosted. It’s also a perfect encapsulation of the power of movies. They are talking to us, capturing the hearts and minds of viewers in ways that few other media can match.
Consumers increasingly crave face-to-face gatherings and interactivity - those precious, immersive, memorable experiences will go a long way to building authentic connections.
De Niro’s quote came to mind as I reviewed the latest IPA Bellwether Report on UK marketing trends. The research highlights a significant upward shift towards face-to-face interactions, with events emerging as the top-performing sub-category in Q4 (+12.3%) and even more so in 2025 (+15.5%).
As more facets of our lives become digital - and consumers increasingly crave face-to-face gatherings and interactivity – those precious, immersive, memorable experiences will go a long way to building authentic connections.
So, how can cinema play a starring role?
Above: Robert De Niro in Martin Scorsese's Taxi Driver.
Building blockbuster brand impact
From sponsored social posts to glitzy digital billboards, we’re bombarded with more advertising than ever. Couple this with constant smartphone distractions, and it’s clear that traditional 'loud' marketing tactics are losing their efficacy. In fact, we’re so used to advertising 'getting in the way' of the media we want to consume - think news site pop-ups and ad breaks - that our first instinct is to simply ignore it altogether. But cinema-based marketing seems to buck the trend.
What if marketers went a step further - integrating movies and brands to create truly immersive activations?
Research has found that cinema ads feel far “more personally relevant” to audiences. They also deliver higher engagement and memorability than almost all other advertising media, with a 30-second cinema ad achieving “1.75 times greater impact on memory and engagement” than a 30-second TV spot. It’s not hard to see why… from cinema’s intimate nature, and the content’s curation, to film fans’ tastes. After all, a key part of the experience is discussing the ads and trailers with your fellow cinemagoers: “he was great in that TV show”, or “we should see that when it’s out”.
Impressive as the stats are, this research covered standard, on-screen campaigns only. Advertisers can discover untapped opportunities by exploring the meanings behind movies, the emotions they evoke and what makes people connect to them. So, what if marketers went a step further - integrating movies and brands to create truly immersive activations?
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Above: Beavertown's 'Beavertown Screamings' launched alongside new research that revealed nearly half of horror fans prefer watching films with other people.
Experiential advertising will make your brand the star
Cinema’s captivating atmosphere naturally enhances all forms of marketing. But experiential activations and campaigns can elevate brand storytelling to new heights, authentically turning passive viewers into active participants.
A frighteningly good example of this was Beavertown’s week-long lineup of classic horror films - dubbed the Beavertown Screamings – last October. Launched alongside new research that revealed nearly half (46%) of horror fans prefer watching films with company, the campaign began at London’s Prince Charles Cinema with an experiential ‘Dead Carpet’ event, featuring classic characters like Frankenstein posing for selfies.
When pegged to key cultural moments like Halloween, experiential activations allow brands to create show-stopping events.
Meanwhile, the cinema’s façade was redecorated with Beavertown’s iconic moon, and the interior remodelled into a replica 80s horror video shop - immersing cinemagoers in a hauntingly nostalgic setting before an exclusive screening of The Exorcist.
When pegged to key cultural moments like Halloween, experiential activations allow brands to create show-stopping events that amplify their products and resonate deeply with audiences. Christmas is another rich opportunity for partnerships - which Spanish wine brand Beronia embraced with their sponsorship of the Curzon Cinema 'Ivory Christmas' film season in late 2024.
Above: Retro events like drive-in cinemas provide audiences with unique memories of the experience and brands involved.
The event, celebrating the lavish work of filmmaking duo Ismail Merchant and James Ivory, brought together cast and crew from classics like A Room With a View and Howards End for a multisensory fine wine experience. All films screened were also accompanied by a complimentary glass of Beronia Rioja Reserva for adults, with Beronia’s branding featured across venues and its latest creative playing ahead of all alcohol-compliant screenings. The ad alone would’ve caught the eye of viewers but, when paired with a physical, sensorial tie-in, Beronia could showcase its identity and connect with consumers in a far more impactful way.
A classic in the making
Ultimately, experiential marketing gives your brand top billing by providing interactive, real-world experiences that engage audiences on an emotional level. These don’t have to be big-budget cinema refits or large-scale product giveaways, either. Simple, retro events like outdoor and drive-in cinemas provide audiences with unique memories of the experience and brands involved.
Experiential marketing gives your brand top billing by providing interactive, real-world experiences that engage audiences.
New movie tie-ins also enable brands to regularly ride the crest of the zeitgeist. Rather than adapt to changing consumer trends, behaviours and expectations, you can shape them; as highlighted by perpetually sold-out merch collaborations for films such as Wicked, Barbie and Spiderman.
For brands aiming to stay ahead of the curve, these activations are no longer optional, they’re an essential strategy for keeping your brand in the spotlight and bringing it closer to cultural moments. And yes, I am talking to you.
