Future Saudi cinema operators will not have a problem pulling in the crowds. As many as 67 per cent of respondents in a Kantar TNS survey said they would head for a round of movie watching. This represents significant opportunities for brands as well, with cinema advertising becoming a new growth medium. Television advertising, however, may be negatively impacted, particularly during weekends. Malls, too, will find new utility value, and those without cinemas will see a decline in footfall. As per the research, 90 per cent of Saudi residents plan to visit malls with cinemas more often, giving further boost to mall retailers. However, mall operators need work hard to fill matinee slots, with demand heavily oriented towards the 7-10pm slot.