Granada is already shining with its own light, ready to host the 39th edition of the Goya Awards, which will be held next Saturday in the city’s imposing Palacio de Congresos. The Nasrid capital has thus become the epicentre of Spanish cinema, bringing together the best of the sector on a night where art, talent and glamour go hand in hand. But beyond the red carpet, flashbulbs and exciting speeches, the Goya Awards also represent a unique opportunity for the world of advertising and event marketing.
Cinema: much more than entertainment
Cinema doesn’t just tell stories; it also creates perfect scenarios for brands looking to connect effectively with their audiences. And we’re not just talking about product placement or brands integrated into plots, but the advertising that surrounds the cinema experience: those adverts that are screened before the film starts and which, far from being mere filler, become pieces with a surprising impact.
The big screen: A high-impact advertising scenario
Cinema advertising offers something that few other media can match: total attention. While at home television competes with mobiles, social networks or the fridge, at the cinema the audience is completely focused on the screen. According to a study by Lumen Research, 97% of viewers keep their eyes fixed on cinema ads, compared to 35% on television. Moreover, cinema generates four times more attention than other audiovisual media.
What is the reason for this impact?
- Immersive experience: Giant screens, surround sound and an atmosphere that invites you to disconnect from the outside world.
- Attention without distractions: Silent mobiles and an environment that favours concentration.
- Natural targeting: Each film appeals to a specific audience, making it easier for advertisements to reach very specific audiences.
- Greater advertising recall: The combination of image, sound and emotion makes the messages last longer in the viewer’s memory.
- Longer and higher quality ads: There is room for more elaborate storytelling in cinema, with high-level visual productions.
Sponsorships and activations: The other face of film advertising
The Goya Awards are not only a showcase for cinema, but also for brands. Sponsorship of events of this calibre offers unparalleled media exposure. Sponsoring brands don’t just showcase their logo; they design 360º campaigns that include:
- Social media activations that amplify its presence before, during and after the gala.
- Collaborations with celebrities that boost brand awareness.
- Specific campaigns in traditional media that take advantage of the ‘Goya effect’ to capture the public’s attention.
In the 2025 edition, we will see how brands are betting on strategies that not only seek visibility, but also an emotional connection with the audience.
Cinema, a key ally in media strategies
The Goya Awards remind us that cinema continues to be one of the most powerful spaces for marketing and brand communication. Whether through advertisements on the big screen, sponsorships or experiences linked to film events, the magic of cinema continues to generate an impact that goes beyond the box office. In the end, what cinema achieves is the same as any advertising strategy: to excite, inspire and leave an impression.