Reel happiness: Understanding the emotions of cinema goers

This paper analyses consumers' happiness levels in the cinema versus other media channels and argues that increased happiness levels in the cinema have a positive impact on levels of engagement, creating a uniquely valuable environment for advertisers.

Reel happiness: Understanding the emotions of cinema goers

Anna Cremin, Graeme Lawrence and Kelly McKnight

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Introduction

Pearl & Dean is a UK cinema advertising contractor. The organisation represents a wide range...

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