The cinema is the best environment in which to showcase any brand. The audience is in a relaxed, receptive state of mind. There are no distractions and advertising is seen as part of the whole cinema experience. This results in cinema advertising being the most impactful media channel available.
All of this has resulted in an increasingly diverse range of audiences going to the cinema on a regular basis, all of them highly targetable by any number of criteria including film choice and location.
Which means Pearl and Dean target certain audience groups depending on the movie catorgory. For example if an action movie was playing the might avertise other action movies simular, or mens aftershave as they know men will be the dominet audience.
So when playing my movie in theatre i would do the same.
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