This is the highest sales total that the Cinema Advertising Council has reported since it began keeping tabs in 2002 — and no doubt comes as a relief for the industry following a 1.2% downturn in 2012 and a 2.1% drop the year before. “This growth is a result of more new brands moving into cinema, the unique power of the movie theatre as a venue for creative, engaging advertising, and a movement by agencies to a more video-neutral approach that places cinema alongside TV and online platforms,” CAC President Katy Loria says.
“We are optimistic about this revenue momentum, and the direction the marketplace is headed with a strong start to 2014 as we enter upfront season.”
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