Val Morgan Cinema has unveiled its latest research, Famous For Families.
The findings highlight why cinema remains one of the most powerful environments for brands to connect with family audiences.
The research draws on audience and box-office intelligence, online data collected from moviegoers and in-depth interviews with families. It explores cinema’s role in modern family life and the opportunity and commercial impact these shared moments create for brands.
Connect brands with families
Matt Tremain, NZ sales director, Val Morgan Cinema, says the findings reinforce cinema’s unique role in connecting brands with families.
“Families represent one of the most valuable audiences for brands, and cinema is where they naturally come together.
“When families are in the cinema, they’re engaged, present and sharing the same moment. That creates a rare environment where brands can be experienced together across generations, building trust and long-term connection.”
Deliver shared attention
The research also reveals a growing demand for shared experiences that bring households together in an increasingly fragmented media landscape.
Matt Sandwell, director at The Owl Insights, says cinema stands out as one of the few environments delivering that shared attention.
“Families are actively seeking opportunities to spend meaningful time together. Cinema delivers a shared experience where everyone is engaged with the same story at the same time. That creates a powerful environment for brands to be experienced as part of moments families genuinely value.”
The Famous For Families research builds on Val Morgan Cinema’s broader Famous platform. It follows the success of previous initiatives Famous For Brands and Famous For Youth, which explored cinema’s role in building brand fame among key audiences.
