Why cinema ads are one of the best ways to reach ages 18–34

Anyone else make sure they’re on time for the cinema specifically to watch the ads before the movie?

I’ve done this since I was a kid. Maybe I was born for advertising. But there has always been something so charming about watching a new set of ads, not seen on television, within the space of a movie theatre.

It’s a whole part of the experience.

Let’s face it. When it comes to the majority of the ads we see on a daily basis, we’ve gotten pretty good at ignoring them.

58% of people actively ignore the ads they see online.

86% suffer from ‘banner blindness,' which means they pay literally zero attention to online ads.

We’ve become so accustomed to seeing them. So we’ve learned to tune them out as mere background noise.

This means for marketers, capturing attention can be a monumental challenge.

But, in the cinema, it's a different story.

Here you have a captive audience, ready to soak up what’s on that giant, unavoidable screen. Because, fortunately, you can’t skip ads in a theatre.

And what do people often do after a trip to the movies? Talk about their experience.

Which makes cinema advertising twice as effective. Because you’re coupling it with the inevitable word of mouth that comes along with it.

But cinema advertising isn't just a throwback strategy. It's actually a very clever way to reach audiences who are getting harder to track down.

The most coveted demographic for advertisers is ages 18-34, according to Marketplace. 

Interestingly enough, this group makes up half of cinema audiences. And this very same demographic loves horror.

Which is why advertising against indie horror films is The New Black of marketing strategies. Because it allows brands to target this elusive demographic.

As Jennifer Friedlander, SVP of insights and measurement at Screenvision told Marketing Brew, 'They’re the ad-avoiders.'

'They’re heavy streamers of non-ad-supported content. They’re online all the time…This is really the one place where advertisers can really connect with them during a highly personalized moment that they’ve opted into because of their interest.'

And the horror genre, and indie horror in particular, is having its moment this year.

Longlegs, produced by indie studio Neon, made a whopping $22.6 million in the US in its first weekend in July. The film has since become Neon’s highest grossing release to date.

Sydney Sweeney’s religious horror Immaculate, also made by Neon, raked in $5.3 million in March alone.

Longlegs surpassed A24’s Talk to Me (another indie horror that will knock your socks off), which made $48 million domestically upon its release last year. (For context, only 15 independent studio releases in the past decade opened above $20 million.)

Obviously, the genre is wildly popular right now. And this presents marketers with an invitation to hit our coveted cohort with ads they’re actually paying attention to.

Cinema ads work even better when they match the vibe of what people are about to see.

Think about it. If someone’s all set to watch a slasher film, a spooky, suspenseful ad that feels like an extension of the movie is going to land a lot harder than bill from 'Insurance Plus' giving you some lame spiel.

This isn’t just about showing up. It’s about showing up with a message that fits the moment. You know, so you don't feel like the annoying person who walks into a horror movie screening and starts talking about financial planning.

We aren’t here to interrupt. We’re here to seamlessly slip into the experience.

Cinema ads can capture attention, but keeping it is a whole different story.

This is where word-of-mouth comes in—one of the most organic and effective forms of marketing there is.

Indie horror films have this down to a science. They might not have blockbuster marketing budgets, but they absolutely thrive on buzz. It’s not just about launching big. It’s about sustaining interest and driving waves of new viewers to theatres long after opening weekend.

Remember M3GAN? The creepy doll movie that blew past $170 million worldwide didn’t get there through conventional ad bombardment.

It became a hit because people couldn’t stop sharing memes, videos, and reactions about it. This kind of organic momentum doesn’t just create awareness. It fuels continuous audience growth, even weeks after a campaign launches.

Now, let’s get practical. If you want to leverage these approaches for audience acquisition, here’s what you need to do:

Choose your timing and platform wisely.

Don’t just throw an ad in any random movie or moment. Select genres that align with your brand's personality or the vibe you want to create.

Horror films, for example, have a young, diverse audience that’s notoriously hard to reach through traditional channels. Aim for releases around key cultural moments, like a Halloween premiere, to ride the wave of increased foot traffic.

Encourage sharing to keep the conversation alive.

Give people a reason to share your ad. Consider a call-to-action that invites viewers to react to the ad on social media, participate in a themed challenge, or even submit UGC.

Maybe throw in a giveaway or contest to sweeten the deal?

And don’t stop there. Follow up with behind-the-scenes clips, influencer collabs, or even a series of mini-campaigns to keep the hype alive.

Tap into social proof for continued engagement.

Social proof can drive a lot of momentum. Think customer testimonials or user-generated content featured in follow-up ads.

When people see real reactions and recommendations, it adds credibility to your campaign and keeps the word-of-mouth buzz going.

Indie horror’s success is built on this kind of feedback loop. Audiences get intrigued by what others are saying, driving a groundswell of new interest.

The bottom line.

It’s not enough to merely reach audiences these days; you have to keep them.

Cinema advertising could very well be the balm in a world where young consumers are practically experts at ignoring ads. Why? Because these strategies offer more than just a quick hit of attention.

By making campaigns feel like an integral part of the entertainment experience and leaning on organic buzz, brands can drive not just awareness but meaningful engagement.

It’s about building sustained excitement that turns initial interest into long-term growth.

-Sophie, Writer