How innovation and technology are changing the cinema experience for brands

Increased targeting, investment in technology and a raft of blockbuster hits are giving cinema a boost but the medium still has an awareness issue with advertisers wasting content that could be used on the big screen.
It’s for this reason that Karen Stacey, chief executive officer at Digital Cinema Media (DCM), believes awareness is a “challenge” for cinema, particularly in showing potential advertisers what the medium can do and “engaging the creative industry&rdqu