Cinema the way to reach a younger generation

Cinema popularity is increasing and cinema advertising saw a spectacular growth in 2015. Television is keping a close eye on this trend. Because cinema does what television and many other media are failing at: reaching a younger generation.
In 2015 33 million people went to the cinema in the Netherlands. An increase of 7.1% compared to 2014. Cinema revenue was 275.6M€ in 2015, 10,3% more than the previous year. This increase in itself is not new. Cinema popularity has been rising since the mid 80s with some minor setbacks in the years in between. Cinema is also increasingly popular for advertising. Researcher Nielsen saw an increase of 30% in advertising in cinemas in 2015. Cinema grew faster than internet (8.3%) and out-of-home (6.9%). And much faster than television with only 0.1%.