Cinema Industry Advertising Trends

As the cinema industry in Australia and New Zealand advances into 2025 and 2026, it is experiencing a remarkable resurgence, driven by robust box office returns and innovative advertising strategies. With audiences returning to theatres and technology enhancing the experience, staying attuned to these trends is vital for success.

Leading Cinema Exhibitors

Major exhibitors dominate the cinema landscape. In Australia, Event Cinemas offers mainstream and premium options like Gold Class, while Hoyts provides Lux and Xtremescreen experiences. Village Cinemas leads in Victoria and Tasmania with Gold Class and Vpremium. In New Zealand, Reading Cinemas delivers premium viewing, and Rialto Cinemas caters to arthouse fans. These chains provide diverse platforms for advertising.

Key Cinema Trends

Cinema is evolving dynamically. Box office resurgence saw Australia’s 2024 revenue hit $960.7 million, with projections exceeding $1 billion in 2025, boosted by hits like "Deadpool & Wolverine." Cinema advertising spend growth is projected to rise 5.09% annually, reaching US$113.80 million by 2029, reflecting advertiser interest. High-budget advertising campaigns feature cinematic ads with stars like Harrison Ford, crafted by directors like Joel Edgerton. Local New Zealand film growth highlights homegrown talent and international productions. Technological advancements, including laser projection and immersive sound, attract tech-savvy viewers. Diversification of revenue streams adds premium seating and live events, enhancing audience value.

Strategies for Marketers

To succeed, marketers should:

• Target engaging captive cinema audiences for high retention

• Use high-budget advertising campaigns to elevate brand storytelling

• Focus targeting specific demographics via diverse film offerings

• Integrate technological cinema advertising innovations for immersive ads

Cinema advertising in Australia and New Zealand offers a powerful platform for engagement. For expert planning and buying, contact Glenda Wynyard at Media Precinct, specialists in data-driven cinema strategies and multi-platform campaigns.

Cinema Industry Advertising Trends in Australia and New Zealand

The cinema industry in Australia and New Zealand is experiencing a dynamic period, marked by a resurgence in box office revenues and evolving advertising strategies. Despite challenges posed by global events, both countries have demonstrated resilience, with audiences returning to theatres and advertisers exploring innovative avenues to engage viewers.​

Major Cinema Exhibitors

Australian Cinema Industry:

• Event Cinemas: A leading cinema chain offering mainstream and independent films, along with premium experiences such as Gold Class and Vmax.​

• Hoyts: One of Australia's largest cinema chains, providing diverse viewing options, including Lux premium cinemas and Xtremescreen auditoriums.​

• Village Cinemas: Operates primarily in Victoria and Tasmania, offering standard and premium cinema experiences, including Gold Class and Vpremium.​

New Zealand Cinema Industry:

• Reading Cinemas: Provides a range of viewing experiences, including premium offerings like Gold Lounge.​

• Rialto Cinemas: Focuses on arthouse and independent films, catering to niche audiences.​

Trends Shaping the Cinema Industry and Cinema Advertising

1. Box Office Resurgence:

In 2024, Australia's box office experienced a notable recovery, with total gross revenues reaching approximately $960.7 million, a slight decrease of 2.6% from the previous year. This resilience is attributed to successful releases such as "Deadpool & Wolverine," "Inside Out 2," and "Despicable Me 4," which drew significant audiences back to theatres. Industry optimism remains high, with projections suggesting that the Australian box office could surpass the $1 billion mark in 2025, marking a significant post-pandemic milestone. ​ 

2. Cinema Advertising Spend Growth:

The cinema advertising market in Australia and Oceania is projected to grow by 5.09% annually from 2025 to 2029, reaching a market volume of US$113.80 million by 2029. This growth reflects a renewed interest from advertisers in leveraging the unique engagement opportunities that cinema offers.

3. Integration of High-Budget Advertising Campaigns:

Brands are increasingly investing in cinematic-quality advertisements, collaborating with renowned filmmakers and actors to create engaging content. For example, a recent campaign featured a 12-part series directed by Joel Edgerton and starring Harrison Ford, blending storytelling with brand promotion. ​ 

4. Local New Zealand Film Industry Growth:

New Zealand's film industry continues to thrive, with local talent and stunning landscapes attracting both domestic and international productions. Homegrown films are gaining international recognition, and major productions are choosing New Zealand as their backdrop, contributing to the industry's growth.

5. Cinema Technological Advancements:

The adoption of advanced technologies, such as laser projection and immersive sound systems, is enhancing the cinematic experience. These innovations are attracting tech-savvy audiences seeking premium viewing experiences.​

6. Diversification of Cinema Revenue Streams:

Cinema operators are exploring additional revenue streams, including premium seating options, expanded food and beverage offerings, and hosting alternative content such as live sports and concerts. These initiatives aim to enhance the overall value proposition for patrons.​

Implications for Marketers wishing to advertise in cinema

• Engaging Captive Cinema Audiences: Cinema advertising offers the advantage of engaging a captive audience in a distraction-free environment, leading to higher message retention.​

• Leveraging Premium Cinema Content: Collaborating on high-quality, narrative-driven cinema advertisements can enhance brand perception and resonate more deeply with cinema audiences.​

• Targeting Specific Demographics: The diverse range of films and special events allows marketers to target specific demographics effectively, aligning cinema campaigns with relevant content.​

• Utilising Technological Cinema Advertising Innovations: Incorporating interactive and immersive elements into cinema advertisements can create memorable experiences and increase audience engagement.​

Cinema Advertising Conclusion

The cinema industry in Australia and New Zealand is poised for continued growth in 2025 and 2026, offering unique opportunities for marketers to connect with engaged audiences. By understanding and leveraging current trends, advertisers can craft impactful campaigns that resonate within the cinematic environment.​

Want more effective cinema advertising? For expert cinema planning and buying, contact Glenda Wynyard (gwynyard@mediaprecinct.com.au) to discuss your needs. The Media Precinct are specialists in human media consumption patterns and data-driven cinema strategy, precision audience targeting, integrated multi-platform campaigns, and immersive on-screen advertising—ensuring your brand captivates the right audience in a high-impact, distraction-free environment across major cinema chains in Australia and New Zealand.

Cinema Advertising Industry Article Sources

• Statista Market Forecast: Cinema - Australia & Oceania

• Statista Market Forecast: Cinema Advertising - Australia & Oceania

• Collaborate Journal: The New Zealand Film Industry in 2025

• Screen Australia: Industry Trends - Cinema

• Mi-3: Australia on Track for 2.2% Lift in Ad Spend for 2024

• AlixPartners: 2025 Media & Entertainment Industry Predictions Report

• IBISWorld: Cinemas in Australia Market Size 2008-2030

• Entertainment Partners: The State of Film & Television Production: 2024 in Review and Outlook for 2025

• Campaign Brief: Experts Reveal Key Trends for Retail Media in 2025

• Kantar: Marketing Trends 2025

• WARC: Media Inflation is Set to Rise in 2025 and 2026

• PwC: Perspectives: Global E&M Outlook 2024–2028

• AdNews: MAGNA: Australia Advertising Spend to Grow 6.5% in 2025

• News.com.au: Australian Cinema Operators Optimistic After Wild 2024 Box Office

• The Australian: Hollywood Strikes Hurt Australian Cinema Box Office Receipts

• The Australian: Advertising Has Changed: How Star Power and Big-Budget Filmmaking is Selling Us More Stuff

• The Courier-Mail: Actors Paul Rudd and Jack Black in QLD for Anaconda Remake

• The Guardian: Investment in Film and TV Made in Australia Plummets by Almost 30%, Report Finds

• The Courier-Mail: Gold Coast Mayor Tom Tate Shares His 2025 Wishlist for the City