Look launches cinema ad campaign

IPC’s women’s weekly Look is advertising in cinemas for the first time.

The title’s debut cinema campaign, targeting its core audience of 15-34 year old women, launches this week before movies The Ugly Truth and Nine.

The ads were created by Grey London and bought through Mediacom.

Fleur Castell, head of marketing for Digital Cinema Marketing, the cinema sales house, said: “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.”

Figures released last month show that cinema ticket sales for the first half of the year reached 83.4 million, the UK’s highest box office figures for seven years.

In May, cinema admissions reached a peak of over 15.7 million – an increase of three million on May 2008.