In the movie theater, everyone's undivided attention is focused on the screen
How relevant is the movie theater in the age of streaming and always-on connectivity? More relevant than ever. Because this medium offers something others don’t: It’s an experience we consciously choose—with our undivided attention. Brands benefit from this, too.
This film wasn’t exactly light viewing: Nurse Flora rushes through the hallways at a run, a patient waits for his diagnosis, someone complains—and the phone is always ringing somewhere. Nevertheless, the relentless daily grind of the protagonist in the Swiss film «Heldin» drew more than 207,000 people to the theaters, moved audiences to tears, gave them goosebumps, and even provided a few humorous moments. For this, the film even received an award that had never been given before: «Heldin» was the first film to win the Box Office Quartz, an award presented by the Swiss Film Academy and the Federal Office of Culture (BAK) to honor works that, through gripping stories and dedication, inspire a broad audience to appreciate Swiss cinema.
The award strikes a chord. That’s because productions like «Heldin» are seen as growth drivers for the Swiss film market. They reach target audiences that are often harder to attract with Hollywood blockbusters and create genuine cultural relevance. This is also reflected in the figures, which initially did not bring good news at the start of the year: According to the film and cinema statistics from the Federal Statistical Office (FSO), published in mid-March 2026, Swiss movie theaters recorded fewer than 10 million admissions (9.47 million) in 2025, selling 8 percent fewer tickets than the previous year. Excluding the Covid-19 years, this is the lowest number of moviegoers in fifty years. But it wouldn’t be cinema without an exciting twist: While the market share of American films is declining, European and Swiss films are enjoying growing popularity. According to Procinema, Swiss films recorded 914,318 admissions, representing a market share of 9.25 percent—an increase of 2.74 percent.
The Movie Theater as a Total Experience
It’s not just local productions that are trending: Attendance for 3D films also rose by more than 25 percent, with 647,840 admissions. With high-quality technology, state-of-the-art seats, and greater comfort, service, and format add-ons—or 4D—the movie-going experience is being enhanced and is increasingly setting itself apart from a streaming night at home on the couch. Going to the movies is becoming a total experience that’s about much more than just a movie.
Brands that showcase themselves in this environment also benefit. After all, what counts in marketing today is no longer just reach. That was also a key takeaway from the SWA Summit in March: What strong brands need today is genuine impact. Advertising must deliver—and the big screen provides the perfect setting for that. A study by Lumen Research commissioned by the cinema marketer Weischer shows that movie theaters are the medium that captures the most attention and is also the most efficient in the entire media mix. Eye-tracking was used to measure how long people look at the screen during a commercial—whether on TV, a laptop, a smartphone screen, or the big screen. The results showed that cinema generates up to four times more attention than all other moving-image channels. A study by the market research institute September Strategie & Forschung demonstrated that cinema advertising also appeals to audiences on an emotional level much more intensely than TV or online video—which also influences purchasing decisions.
Advertising as Part of the Program
Movie theater advertising benefits from high levels of attention, positive perception, and significantly fewer distractions than elsewhere. «It’s the only medium where advertising doesn’t interrupt the program—it’s part of it,» explains Christof Kaufmann, CEO of Weischer Cinema. «This undivided attention is extremely valuable—and almost unique in today’s media landscape. This makes the movie theater a kind of island: a place where communication truly resonates. It also enables brands to tell stories.»
And it is precisely these «islands» that matter today—at a time when consumers are inundated with advertising every day, content can be skipped every second, and genuine attention is scarce. «In a fragmented media landscape, attention is becoming the scarcest currency—and this is exactly where cinema advertising plays to its greatest strength,» says Juliane Fankhauser-Merz, Director of Sales at Weischer Cinema Switzerland. Companies recognize this as well: In 2024, companies invested 26 million Swiss francs in cinema advertising—a 3 percent increase over the previous year. This makes it, alongside outdoor advertising, one of the only advertising formats that managed to grow at all in a stagnant market. And as a counterpoint to quick clicks and performance-driven campaigns, it particularly shines in branding: «Cinema isn’t a reach medium in the traditional sense, but rather an impact medium. It amplifies campaigns precisely where impact and brand-building matter,» explains Juliane Fankhauser-Merz. “It creates a setting that no other medium can replicate: a large screen, a shared experience, and a high level of emotional receptivity. Advertising here benefits directly from the quality of the environment. In Switzerland in particular, there is continuous investment in state-of-the-art visual and audio technology, which clearly sets the cinema experience apart from home entertainment.”
Movies as the icing on the cake
In the media mix, cinema is still often considered the «icing on the cake»—something clients add if there’s budget left over. Weischer CEO Kaufmann believes this is a mistake. «Cinema should be strategically considered from the very beginning, as an integral part of the moving-image mix.» And the medium offers more than just impressive ads on the big screen: DOOH screens in the lobby ensure that advertising is seen on the way to the theater, and other approaches are also possible—such as advertising on popcorn bags or product placements directly in the film. They showcase products in a native way—thematically appropriate and emotionally engaging. Stairlift provider Lifta demonstrated just how creative this can be in the new film by director and screenwriter Simon Verhoeven, «Oh, That Gap, That Horrible Gap»: In it, Particibrand—an agency specializing in product placement and branded content—places the brand’s stairlift right in the middle of the protagonist’s parents’ home, enabling them to use the upper floor of their villa independently.
Gamification on the Big Screen
A few years ago, Lego also demonstrated that cinema can be reimagined as a brand and leveraged to one’s advantage through an exciting blend of cinema and gamification: The movie theater was transformed into an interactive play area, and audience members could participate live via their smartphones and collectively influence the content on the screen. Eighty percent of moviegoers joined in—engagement rates that are rarely seen elsewhere. Rolex runs elaborately produced commercials featuring Zendaya in the lead-up to films in which the actress plays a leading role. This, too, generates high levels of engagement and enormous attention—the kind that only the movie theater can offer in this form. And it demonstrates once again: The movie theater is more than just the «icing on the cake.» It’s a slice of the cake in its own right within the media mix. Perhaps not the biggest slice. But one that makes an impact.
«Movies are more than just the «icing on the cake.» They're a slice of the cake in their own right within the media mix.»
An Interview with Christof Kaufmann, CEO of Weischer Cinema
«Anyone who uses cinema should do so strategically»
Christof Kaufmann For marketers today, the main question is: Where can I even get genuine attention anymore? On many channels, ads are clicked away or consumed as an afterthought. It’s different at the movies—there’s no second screen, no distractions. People are completely immersed. This undivided attention is the medium’s greatest strength.
Nevertheless, cinema is often viewed merely as a supplementary element in the media mix. Is that fair?
Although it is often used as a supplementary medium that is booked «on top,» it should actually be considered from the very beginning. Movie theaters aren’t just the «icing on the cake»—they’re an effective component of the moving-image mix.
What can cinema do that other media cannot?
The movie theater is a premium environment. Advertising doesn’t interrupt anything; rather, it’s part of the experience. We’re also seeing that commercials are getting longer again—because brands can tell real stories here. Studies even show that the impact of a movie theater ad can be many times greater than elsewhere.
How is the film industry evolving overall?
Although attendance figures are still below pre-pandemic levels, there is another crucial factor: Successful domestic films can drive entire markets. When there are strong local productions, attendance figures rise as well.
What does this mean for advertisers?
Anyone who uses cinema advertising should do so strategically—not just when there’s money left over in the budget. Especially for brands that focus on image, quality, and emotion, cinema offers an environment that hardly any other medium can match.
