Another new piece of data from Snapchat demonstrates the strength of the platform for film promotion, showing Snap users become more and more likely to view movies in cinemas, and this becomes more impactful with the Snap campaign.

Data comes from Samba TV, Kantar insights, and ticket information through Fandango, providing some useful perspective on how Snap can drive interest in cinema and related elements.

And the big lesson learned is huge: The study finds that Snap movie ad campaigns have led to a 91 percent jump in ticket sales.
That's a lot of engagement, and that's also some measure of the dollar potential with Snap as a movie marketing platform. For good measure, Snap also says that movie ads which used more than one Snapchat ad product - including its AR capabilities - increased by 102 percent.

But that is to be expected, given the younger audience skew by which this group is more likely headed to the cinema in any case. Still, it's a useful measure, which will probably raise a lot of interest among film brands and related marketers.

It was also discovered that 92% of weekly Snapchatters tend to visit theaters, and Snapchat users are more inclined, 1.5x times, to visit a movie in theaters every 2-3 months against non-users.

Only one note I would like to make here: the wording was based on intent, not on action, and this is a presentation might create confusion. The stats still underpin the value of the app for film promotion, but in fact are not based on ticket sales; they are just what respondents report.

The data also demonstrated that a greater percentage of Snapchatters describe themselves as movie fans than users of any other app, and 78 percent of Snapchat users report that the most relevant input that determines whether or not one will watch a film is recommendations from friends and family.
And one last key point working in Snap's favor:

61% of movie-going Snapchatters are more likely to see a movie in theaters after engaging with an AR ad for the film.

Here are some encouraging data points for Snap regarding movie promotion, though again, pretty much what you'd expect: younger groups much more likely to head to the movies, and Snap has deeper reach to those groups, so makes logical sense that it is going to be a better driver of movie promotion.

But even this, with 800 million monthly actives, the data underscores Snap value as an event and pop culture promotional platform.