Medialab lands 'blockbuster' brief from Cinema First

Cinema First, the cross-industry body which aims to bring the crowds back to the movies in the UK, has appointed a new media agency to work alongside creative shop Unbound which was recruited in July.

Medialab’s remit will cover cross-channel media strategy, planning, and buying aimed at celebrating the nation’s love of the big screen and driving audience footfall to local cinemas.

UK cinema viewing has been significantly affected by the rise of home streaming, with the scale and convenience reshaping audience expectations around immediacy, choice and the availability of premium content at home.

Increased flexibility around release windows has blurred traditional theatrical exclusivity, and prestige TV continues to attract budgets and talent comparable to major films.

However, despite these issues, UK box office revenue reached £990m in 2025, an improvement on previous years, although still nearly 21% below the £1.25bn generated in 2019.

Two of this summer’s blockbusters will certainly have boosted UK and Ireland takings; Spider-Man: Brand New Day (pictured) has so far earned £93.7m, while The Odyssey has grossed £71.5m in the region.

Cinema First director of marketing and partnerships Sharon Reid said: “We are pleased and excited to be working with Medialab to support us in delivering against wider audience development objectives, as we look to nurture cinema-going habits across multiple demographic groups in the UK.”

Medialab executive director Steve Parker added: “The magic of cinema is truly unique, and we are delighted to partner with Cinema First on this year’s data-led media strategy – bringing even more audiences to the big screen.”

Medialab lands ‘blockbuster’ brief from Cinema First

Be the first to comment on "Medialab lands ‘blockbuster’ brief from Cinema First"

Leave a comment Cancel reply