The global screen advertising market was worth $1.2bn (£710m) in 2003, according to the Screen Advertising World Association and Screen Digest, driven by multiplex cinema penetration and as well as the attractiveness of cinema audience demographics.
The report pointed to the growth of digital technology as driving advertising revenue, as cinemas install digital cinema advertising systems.
Audiences have been returning to the cinema, fuelled by a series of blockbusters such as 'The Lord of the Rings' trilogy and the adaptations of the Harry Potter books.
For the first time in 2003, the US took over from the UK to become the largest screen advertising territory in the world. However, North America is still playing catch-up to Western Europe in terms of revenue, with the latter accounting for 60% of global revenues in the sector.
David Hancock, an analyst at Screen Digest and author of the report, said: "New geographical markets are opening up to screen advertisers as the multiplex revolution spreads throughout the world.
"Western Europe and the US are the dominant regions in revenue terms, but rapid multiplex cinema penetration in Asia, South America and Eastern Europe highlights the sector's potential for growth," he said.
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