Val Morgan FilmFronts Famous Edition: Uncovering the key to maximising brand fame.

In a dazzling display of cinematic anticipation, the Val Morgan FilmFronts: Famous Edition event recently took the stage across Sydney, Melbourne, Brisbane and Adelaide. To kick off the event we unveiled our latest research initiative, delving into what it means to make your brand famous and how cinema can play the leading role in your AV strategy.

In true FilmFronts fashion, the event also gave audiences a sneak peek into the hottest upcoming films set to grace the big screen in the second half of 2024. Showcasing an impressive array of trailers, the event left audiences buzzing with excitement for the upcoming slate that is set to speak to a vast array of audiences including youth, family, and the influential NEOs.

Cinema makes your brand FAMOUS.

The core message of our Famous research initiative is that when it comes to making a lasting impact it’s about real outcomes – it’s about making your brand FAMOUS. Cinema takes the lead role in this context, as brand fame is the most crucial metric for long-term success. Partnering with FiftyFive5, we set out to understand the effect AV channels have on delivering brand equity.

The best part? The research proved campaigns that included cinema drive better results throughout the funnel every time, with greater awareness, consideration, and brand fame than any other AV channel. In fact, just one ad played in cinema delivers the same amount of brand fame as 10 ads on digital, 9 ads on BVOD, and 6 ads on linear TV. When digital is combined with total TV and cinema, the impact is even greater, achieving a +20% uplift over digital alone and a +13% uplift over TV and digital combined.

It’s clear from the research; cinema in your media plan isn’t just a nice-to-have; it’s a must-have.

Read more about our latest research here: Cinema Makes Your Brand Famous — Val Morgan.

Youth.

Year after year, youth audiences continue to show significant growth in cinema attendance, with a 3% uplift already this year. Recent titles such as Godzilla x Kong: The New Empire and Challengers have resonated strongly with younger demographics. These films have seen a huge skew among audiences aged 14-39, making cinema the prime place to find youth audiences. The upcoming slate looks even stronger, with the return of major franchises like A Quiet Place, Venom, and Lord of the Rings. Fresh stories such as Blink Twice and Kraven the Hunter are creating buzz in this demographic, projecting a 5% YOY increase. There is no doubt that cinema is the place to find youth.

Family.

In 2023, four of the top five highest-grossing films were family titles. Notable successes included Barbie, becoming the fifth highest-grossing film of all time, The Super Mario Bros. Movie which became the highest-grossing animated film ever, and Wonka which became the highest-grossing live-action musical. It is no doubt that family titles showcased unbelievable success last year, but this year is shaping up to be even bigger. We’ve already seen the incredible performance of the big Easter family film in Kung Fu Panda 4, which has already managed to nearly equal the huge box office of the first film from way back in 2008. Additionally, we’ve identified 5 platinum family titles for 2024, with our forecast up +11% from last year with the highly anticipated release of sequel films to some of the most beloved animated family franchises, including Inside Out 2, Despicable Me 4 and Moana 2.

NEOs.

NEOs, or New Economic Order consumers, are 55% more likely to be heavy cinemagoers and twice as likely to have visited the cinema in the past month compared to the average Australian. In 2024, NEO admissions in Q1 showed a 2% YOY uplift, thanks to titles like Dune: Part Two. NEOs love for the cinema experience means they have a diverse taste in movies and this year there is an incredibly rich slate of content, including nostalgic sequels like Bad Boys: Ride or Die, Twisters, Beetlejuice Beetlejuice, and Gladiator 2. Whilst new original stories such as Fly Me to the Moon and adaptations like It Ends With Us are set to capture the attention of NEO audiences like never before.

Blockbusters.

Now to the main event. The show-stoppers. The biggest cultural moments of the year. The blockbusters that make your brand famous. Last year's Barbenheimer phenomenon was the cinematic event of the year, captivating audiences across Australia. In 2024, the blockbusters on offer promise to be even more spectacular, bringing some of the biggest IPs to the big screen. From superhero smash hits to Academy Award-winners, and from the grandest musical moments to beloved family classics, these are the movies that everyone will be talking about for weeks on end. Your brand cannot afford to miss the colossal cultural moments that are Deadpool & Wolverine, Joker: Folie à Deux, Wicked, and Mufasa: The Lion King.