The IPC fashion and celebrity title is targeting its core audience of 15-34-year old women though the debut cinema campaign.
The ads, created by Grey London and bought through Mediacom, are designed to capture the moment when a particularly item of clothing makes a woman feel confident and how Look is a magazine that can provide these moments.
The ads will launch this week before the female-targeted films The Ugly Truth and Nine.
Cinema sales house Digital Cinema Marketing (DCM) recently carried out research that showed the appeal of cinema-going to women with 70% saying they preferred to watch films at the cinema. Recent TGI research also found that 15-34-year old women cinema fans were 3.7 times more likely “to almost always or quite often” buy Look.
Head of marketing for DCM Fleur Castell says: “Movies such as Nine and The Ugly Truth are must-see destination viewing for women and with an average party size of three; these films will deliver the perfect audience and environment for Look.”