Long live cinema: what the future holds for Australia’s first AV medium
The big screen experience is here to stay, argues Involved Media’s head of strategy and planning, Dan Hojnik.
We have a tendency to oversensationalise things in advertising and media. Not that it’s always a bad thing, as it often comes with the job description, but sometimes it does more harm than good.
Our industry is so focused on preparing for the future and new up-and-coming formats, that we often forget to look back and see that things haven’t completely died… they’ve just evolved.
In reality, there isn’t a mainstream media channel that has completely died out. Our traditional media have evolved, and reach more people now than ever in the past. Linear TV audiences have declined, yet screen agnostic AV reaches more people than ever (thanks VOZ). Printed newspaper editions have less readership yet online news audiences are large and more engaged than ever before.
