Reel Happiness
Understanding the emotions of cinema goers

List of publications
Visual Description
Visual Description

Author(s): Graeme Lawrence, Anna Cremin, Kelly McKnight
Collection: Congress 2015 - Revelations
Keywords: Audience Research, Media Testing, Advertising Research, Brand Research, Happiness

ESOMAR Congress 2015 Award Nominee - Best Case History
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 12.00

Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend.

The cinema advertising industry is data rich, with access to lots of big-data sets, but this data fails to tell the human story of why cinema advertising is so uniquely effective.

Building on positive psychology theories and using the latest in-the-moment research techniques to get close to consumers at the point of engagement, this presentation explores our hypothesis that people are more receptive to advertising in the cinema because they are happier than when consuming other media channels.

And that’s a powerful message for today’s advertisers who are seeking to engage consumers emotionally with their brand.




Date of publication: 01.10.2015
ISBN: 92-831-0283-5
Order Code: 338070_21
Number of pages: 13

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org