Audience data shows just how closely OOH and cinema are linked. Around 84% of OOH audiences are cinema‑goers, and 92% of OOH audiences are big fans of blockbuster film franchises. In other words, the people that notice high‑impact panels, digital screens and roadside networks are overwhelmingly the same people who are buying tickets and engaging with major film brands. This makes OOH is a natural companion channel for blockbuster campaigns.
source: Republic of Ireland TGI-2026r1-© Kantar
Ireland is also one of the strongest cinema markets in Europe. In the Republic, In the Republic, 79% of adults are cinema goers, slightly ahead of Northern Ireland at 76%. There is also a dedicated audience with 25% of cinema goers having gone in the past month. Recent spending data supports this picture: in May 2026, AIB reported a 53% increase in cinema sales year on year. Taken together, these figures point to a large, emotionally engaged audience who see cinema as a part of their routine rather than an occasional treat.
Source: The Irish Times - https://www.irishtimes.com/culture/2026/06/21/irish-people-are-flocking-back-to-the-cinema-whats-going-on/
Republic of Ireland TGI-2026r1-© Fifty5Blue
From an OOH planning perspective, this creates multiple opportunities for targeting:
- Pre‑cinema anticipation
Large‑format and digital roadside screens can build awareness for upcoming releases in the weeks before opening weekends. Creative that taps into anticipation – countdowns, teasers, character reveals – works well at this stage. - Cinema‑adjacent influence
Panels and digital screens near cinemas, retail hubs and transport capture audiences on their way to and from screenings. This is a moment when people are already thinking about stories, characters and immersive experiences, which makes it ideal for entertainment brands, food and drink, and “treat yourself” categories. - Brand tie-ins and reactive copy
As most recently seen with The Devil Wears Prada 2, brands are getting in on the action for these significant cultural moments. Whether it is through official tie-ins such as Diet Coke, or clever tongue-in-cheek copy, major cinema releases provide opportunities to enter the zeitgeist.
By aligning format choice, location and creative, OOH and DOOH can help brands capture attention at the moments when people are most receptive to big stories, big visuals and big experiences.
If you are planning around this summer’s blockbuster schedule and would like to explore the best environments and packages for reaching cinema audiences, contact our sales team to discuss how OOH and DOOH can support your next campaign.