Advertising sales in Italian cinemas continue to increase. In January, revenues increased by 38.5% over the same month in 2024. There is great satisfaction among concessionaires, but not only them: this result is certainly the outcome of the work carried out over the last two years, combined, of course, with the availability in theaters of many titles that are achieving enormous success and offer a glimpse of the upcoming cinematic year. According to recent study, cinema spectators have an average visual attention of 90%, putting them in a strong position to compete with other media such as television and mobile phones. In particular, cinema advertising has an average attention level of 87% and an average duration of 26 seconds. On television, attention drops to 52% with an average duration of only 10 seconds. Compared to platforms such as TikTok, which have a 90% attention span but a duration of only three seconds, cinema is a significantly more effective advertising environment. It should also be noted that 50% of spectators arrive at the theater well in advance, as early as the second minute of pre-show content, providing an excellent environment for receiving advertising messages.