Look magazine turns to cinema advertising

Glossy weekly Look magazine has signed up to advertise in cinemas for the first time.


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.”

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