Cinema Advertising is Coming Back
The Screen Advertising World Association was founded in 1954. In 2015, just as the cinema world was becoming fully digital, the name was changed to SAWA the Global Cinema Advertising Association. That was the same year the group partnered with the United Nations on its ongoing efforts to end world hunger. SAWA now represents the cinema-advertising medium with more than 60 members in 38 countries. The membership includes cinema advertising companies, research companies that analyze, collect data, and conduct research on behalf of the medium, and technology companies who supply products and services to the business. The pandemic has not been kind to anyone involved in cinema and SAWA members were no exception. Despite that, in my conversation with SAWA CEO Cheryl Wannell, conducted via email, she remained completely upbeat about what the future holds for cinema advertising. We began, however, by talking about the pandemic.
