Cinema, sale in ripresa e pubblicità in accelerazione del 68%

The cinema industry in Italy is experiencing a period of growth, with a significant increase in both attendance and advertising revenue. According to a study titled "Cinema Leaves Its Mark," presented in Milan by Havas Media Network and Fcp Associnema, Italian movie theaters saw 57 million visitors between January and August 2026, marking a 39% increase compared to the same period in 2025. This growth is close to the pre-pandemic average of 58.3 million visitors observed between 2017 and 2019.

The increase in attendance has translated into a substantial rise in advertising revenues, with a 68% increase year-over-year. Advertising investments in Italian cinemas reached 10.2 million euros, compared to 6.1 million euros in the first eight months of the previous year, a 68% increase.

However, there is still room for improvement. In terms of box office revenue, Italy lags behind countries like the UK and Germany. While the UK generated nearly 140 million euros in cinema revenue in 2025, Italy only achieved around 15.3 million euros. Similarly, Germany had about 60 million euros in cinema revenue during the same period.

The study also delved into the impact of cinema advertising on the audience's memory. The research involved 581 interviews with cinema-goers and 861 with television viewers. The key finding was the high recall rate of advertising seen in cinemas, with an index of 275 compared to 100 for television. Three days after viewing, the memory of the advertisement remained strong, with the cinema index increasing to 300.

What sets cinema advertising apart is not just the quantity of recall, but also the nature of the content. Viewers remember the testimonial, protagonists, creative elements, and the advertised product more frequently when exposed to cinema advertising. The advantage of cinema over television is noted at 4.2 times, 3.7 times, and 3.2 times, respectively.

This difference can be attributed to the fact that 90% of cinema-goers arrive at least five minutes early for a film, with 52% doing so between 5 and 15 minutes before the start, and 38% between 15 and 30 minutes before. Additionally, 56% of viewers use the time before the film starts to watch trailers, making advertising a part of the overall cinematic experience, often shared with a partner (59%) or friends (50%).