No matter how crazy the outside world might seem to be, the sanctity of the cinema always provides a refuge. It has been much needed this past month and I expect it will continue to be for the foreseeable future. It helps that the content on screen has been strong this year too, and what initially seemed like a tricky year admissions wise, has so far offered pleasant surprises at regular intervals.
To maximise effectiveness, brands need to adapt to reduced attention spans. There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.