After more than a year-long lockdown, demand for the larger-than-life, ad-free movie screening has grown tremendously. The recovery of the Indonesian film business re-opened the opportunity for marketers to utilize movie theaters again. Cinema advertisement is one of the most effective Out-of-Home advertisement channels due to its enclosed and attention-capturing environment. This study aims to analyze the correlation between Miele Indonesia's advertisement in the XXI theaters and Nicholas Saputra as the advertisement's brand endorser on impacting the brand awareness of Miele Indonesia. This study uses quantitative methods with the basics of the S-O-R theory. A total of 100 respondents were selected through the purposive sampling technique gathered with Google Forms. The results of this study indicate that there is a weak significant and positive correlation between Miele Indonesia's advertisement in the XXI theaters and Nicholas Saputra as the brand endorser towards Miele Indonesia's brand awareness both partially and simultaneously. The advertisement and celebrity endorser has a simultaneous impact on the brand awareness of Miele Indonesia with a magnitude of 16.7%. The researcher hopes that this study can provide a deeper understanding of cinema advertising and for Miele Indonesia to review and re-reconsider limiting the studios that the advertisement would show in to increase the effectiveness of the advertisement in impacting the target audience brand awareness in the future. Nicholas Saputra as the celebrity endorser is already deemed suitable and able to attract audience attention to the brand, therefore the endorser should be included in more marketing activities in the future.

Keywords: cinema advertising, advertisement, celebrity endorser, brand awareness, Miele, Nicholas Saputra