Michael Tull

In 2025, newly promoted Head of Strategy & Insight Michael Tull, spearheaded a data-first agenda designed to reposition cinema as a commercially powerful, results-driven medium.

Recognising the need to move beyond awareness metrics, Michael led ground breaking research, Maximising Price: The Role of Media, exploring how media context influences perceived brand quality and pricing power. The study revealed that high-quality video environments drive stronger price premiums — with cinema ranking highest, delivering a 10% uplift versus the all-channel average. By reframing cinema’s value in financial terms marketers understand, the research provided compelling new evidence to influence planning decisions.