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From single screen to multiplex, cinema advertising traverses a long way in India

From single screen to multiplex, cinema advertising traverses a long way in India

Air-conditioned hall, magnificent surround sound, comfortable pushback seats and delivery of popcorn and ‘samosa’ right at your seats; it is a common scene in a multiplex. With movie watching becoming more and more exciting, multiplex advertising in India takes the commercial advantage of it in a creative manner. Since it is a family entertainment, it is also the most sought after medium for brand promotion & targeted advertising.

Cinema Advertising picked up momentum with the economic growth

The decade of 90’s brought a significant change in the Indian economy. There has been a great increase in the paying capacity of people and avenues like malls and multiplexes have become the lifestyle. With the advancement in technology, movie watching has become highly realistic experience. Thus, multiplexes totally transformed the way people watch movies today. 3D, 4DX, IMAX screens have made movie going experience very immersive & captivating. Looking at this immense business potential, Cinema advertising agencies in Delhi, Mumbai, Pune, Jaipur and other major cities grab every single opportunity of promoting services and products. In film advertising India is the latest buzz.

Marketing strategy changes on case to case basis

In a vast country like India where regional film industries are equally strong and capable as the Hindi film industry, it gives a regional cinema advertising option to the advertiser. Cinema advertising agencies in Chennai, Cinema advertising agencies in Madurai, Cinema advertising agencies in Coimbatore, Cinema advertising agencies in Hyderabad, Cinema advertising agencies in Vizag, Cinema advertising agencies in Vijayawada, Cinema advertising agencies in Kochi, and cinema advertising agencies in other cities of the South India focus on Tamil, Telugu and Malayalam movies. Many media agencies in Bangalore also advertise in cinemas.

Cinema Mix in the advertising pie is increasing

It’s observed that marketers are advertising in PVR multiplex. They also advertise in INOX multiplex. Advertising in Cinepolis & advertising in Big Cinemas which is now acquired by Carnival Cinemas. Marketers are also advertising in cinemas in India. They are also advertising in Fun Cinemas.

Apart from the major cinema chains in India, marketers are also advertising in Miraj Cinemas as Miraj cinemas have 50+ cinema screens in India. Regional clients are advertising in Rajhans cinemas Ahmedabad to increase their brand awareness.

The onscreen advertisement is still the preferred choice among all. Typically, a multiplex plays 20 to 25 ads of half a minute duration. It means roughly 12 to 15 minutes of advertising. However, the impact is quite effective and long-lasting. The cinema advertising rates vary from brand to brand where a 30-seconds advertisement may cost 7K to 20K. As far as off-screen branding in cinemas, costs 15K to 30K per month per poster box. Standees cost 18K to 25K per month. In spite of expensive rates, advertising in the multiplex is a favorite idea. Cinema advertising agencies in Mumbai use mix of onscreen advertising & branding options in cinemas to ensure more eyeballs. They also do experiential marketing, brand activations, in cinemas to give a 360 degree advertising options in cinemas

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