Study explores why Australians love going to the cinema

Australians have had plenty of time in the last 100 years to work out what they value about cinema-going and why it matters. Head to any cinema and catch the Val Morgan advertising in the pre-show. Take a closer look at the date the company was founded. Not 1984, but 1894. That's more than 125 years of "Making Messages Memorable" on Australian screens.