Sampling enables advertisers to bring their on screen content to life and place their products directly into the hands of their consumers. Sampling works extremely well in cinemas as audiences are in a relaxed state of mind, making them more open to trial. Over 3.2 million cinema goers pass through foyers every week, spending an average of 18 minutes doing so. This provides brands with a significant amount of time to target a captive audience.

To encourage trial and future purchase.

Brands are able to sample on the exit of films. It is recommended to run sampling campaigns at the weekends to maximise admissions. Samplers are allocated with six hour sessions where an average of 750-1750 samples are distributed per session, per cinema. Sampling campaigns have the advantage of being extremely well targeted as dates can be selected that tie in effectively with the brand's products, e.g. sampling a child's brand in the first week of the summer holidays.

Brands such as Soft and Gentle, Cadbury Clusters, Walkers Sun Bites, Tabasco, Kandoo and Coty's SJP Lovely fragrance have all experienced success from implementing cinema sampling campaigns, bringing their products direct to the consumer.

Sampling is a memorable way for consumers to experience a brand's products, encouraging trial and increasing the likelihood of consumers making future purchases.