Cinema Advertising

In-cinema advertising refers to the on-screen and off-screen branding that consumers see in theatres – usually seen as a short audio-visual advertisement before the film starts and as posters in the refreshments areas of cinema halls etc. It has always been a very powerful medium for advertising.

The growth of in-cinema advertising has gone hand in hand with the growth of cinema in India, which has grown phenomenally in the last few decades. Not only has the number of films produced annually grown, but the new format of screening formats i.e. multiplexes has added to the opportunities for in-cinema advertising. With estimated revenues of INR 850 crore, it is one of the largest advertising options, and seen as an important channel for brands to target audiences effectively.

But why in-cinema advertising? There are several advantages:

• Huge cinema screens give a ‘larger than life’ impact to the message.
• The audience is a captive audience since they cannot switch channels/flip pages of a print advertisement and are unlikely to walk out during advertisements.
• In-cinema advertising is viewed by an audience which is likely to be paying close attention to the screen or the cinema hall area.
• In-cinema advertising guarantees better attention span for the message to be communicated convincingly.
• Cinema, with its huge localized reach pan India, makes it suitable to reach out to a small geography as well as the entire country.