CineBridge Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Tomoki Tani; hereinafter "CineBridge") has begun a collaboration with Boku to Watashi to Kabushiki Kaisha (Headquarters: Shibuya-ku, Tokyo; Representative Director: Kento Imitaki; hereinafter "Boku to Watashi to"), a company that develops marketing strategies for Gen Z, to jointly propose marketing initiatives that utilize movie theaters as "engagement media connecting companies and youth."

This collaboration merges CineBridge's expertise in in-theater solutions with Boku to Watashi to's knowledge of Gen Z marketing. We will provide comprehensive support for promotions that deeply connect companies and young people.

Movie Theaters, Re-evaluated for Real Experience Value, Showing Unprecedented Excitement

Amidst the diversification of entertainment consumption styles due to the spread of video streaming services and social media, movie theaters are being re-evaluated for their value as venues where shared immersive experiences can be enjoyed.

According to the Motion Picture Producers Association of Japan, Inc., annual box office revenue in 2025 recorded 274.452 billion yen (132.6% year-on-year), setting a new all-time record.

As if to support this boom in the film market, CineBridge's own research revealed that the proportion of people who had seen at least one movie in a theater within the past year was 78.5% for junior high school students, 79.2% for high school students, and 76.7% for university students. Among those who watched movies, light users who saw 1-2 films were the most numerous, followed by middle users who saw 3-5 films, revealing that approximately 70-80% of young people are visiting theaters to enjoy movies.

Source: Survey "Movies to Watch in Theaters Summer 2026" conducted by CineBridge Inc. and TesTee Inc.

High Marketing Effectiveness of Cinema Ads (Theater Commercials) for Young Audiences

Compared to TV commercials and digital video ads, cinema ads demonstrate overwhelming effectiveness in capturing attention and building the middle funnel (intention formation).

Overwhelming Attention (Attention Score 70%): In the immersive environment of a movie theater, cinema ads achieve an extremely high advertising attention rate of 70%. This is approximately 5.3 times higher than TV commercials (13%), ensuring brand messages are delivered effectively.

"Intention Formation" Effect 22 Times Higher Than TV Commercials: In terms of intention formation (brand lift value), cinema ads recorded 4.5%. This boasts a performance 22 times higher than TV commercials, strongly boosting purchase and usage intent.

Initiatives Leveraging Movie Theaters as a Touchpoint for Gen Z

Through this collaboration, we will jointly propose promotions that seamlessly integrate the real-world touchpoint of movie theaters with information dissemination on digital platforms and social media.

Real Survey-Linked, Empathy-Driven Cinema Ads: Based on insight surveys of young people, messages that resonate are designed and broadcast.

Seamless Integration of Social Media and Video Content: Linking cinema ad solutions with social media short videos featuring influencers.

"Oshi-katsu" (Fan Activities) Initiatives Utilizing Theater Spaces: Planning and producing fan events that leverage the large screen and powerful sound of movie theaters.

In addition to these, we will continue to propose diverse promotional measures that consider the affinity between movie theaters and young people.

About Boku to Watashi to Kabushiki Kaisha

Boku to Watashi to Kabushiki Kaisha is a planning and emo-marketing company representing Gen Z. They also practice new ways of working, incorporating remote systems, sauna-based hiring, and workations in regional areas. Aiming for "all members to be geniuses," many companies are born from within the organization.

Planning & Emo-Marketing®

Specializing in heart-stirring planning and marketing tailored to Gen Z. Based on "emo-marketing®," which uses happy empathy as a hook to drive purchasing behavior, they consistently handle planning, creative production, and communication, incorporating the perspective of real Gen Z individuals living in the present.

Gen Z Research & Brainstorming Service "Zview lab.®"

Under the concept of "Leave it to the experts; leave Gen Z to Gen Z," this service researches the true feelings and insights of Gen Z. It conducts quantitative research to acquire and analyze data from web surveys, etc., as well as qualitative research such as interviews and workshops with key opinion leaders, including influencers.

Brand Business

They develop various in-house brands, including the hidden bar "8jikai" for adults in Shinsen, the Japanese mala soup with a Japanese dashi base, "Tenten Maratan" in Daikanyama, and the Reiwa-era board game brand "Taipa Shijo Shugi®."

Company Overview

Representative Director: Kento Imitaki

Location: 3F, Navi Shibuya V, 5-5 Maruyama-cho, Shibuya-ku, Tokyo

Business Activities: Planning and marketing business related to Gen Z, brand business

HP: https://boku-to-watashi-and.com

About CineBridge Inc.

CineBridge is a leading company that maximizes the potential of in-theater solutions with a focus on cinema ads. With the mission to "create new感動体験 (emotional experiences) and turn them into the driving force for everyone's lives," they aim for a future where advertising time also becomes a prologue to moving emotional experiences that resonate with the audience, as movie theaters evolve into "hubs of experience."

Company Overview

Representative Director: Tomoki Tani

Location: Lusis Building, 2-16-1 Higashi-Shimbashi, Minato-ku, Tokyo

Corporate Official Website: https://www.cine-bridge.com

Official note: https://note.cine-bridge.com

Official X: @CineBridge_Inc

FACT BOX

  • Source: PR TIMES
  • Category: 協業