Cinema offers a substantial opportunity to share messages with a wide audience. Given its global range and potentially high impact, there is an urgent need for research that evaluates the effects of this form of visual media on conservation outcomes. Cinema can influence the awareness and behaviours of non-specialist audiences, and could therefore play an important positive and/or negative role in biodiversity conservation through behavioural change and social pressure on key stakeholders and policy makers. Limited awareness about the potential benefits and limitations of cinema for conservation, as well as a lack of evidence about impacts, currently hinder our ability to learn from previous and ongoing initiatives, and to engage productively with the movie industry. We discuss the key opportunities and risks that arise from cinematic representations of conservation issues and species of concern, making use of examples and case studies where they are available. We additionally provide a framework that enables conservationists to better understand and engage with the film industry, highlighting how this can facilitate engagement with the movie industry, harness its potential, and improve work to mitigate any negative consequences. A robust evidence base is key for evaluating and planning these engagements, and for informing related policy and management decisions.