Cinema Advertising ---
About Cinema Advertising in India
A recent report released by Interactive TV, the cinema advertising arm of Group M, shows a distinct upward trend of urban Indians flocking to theatres to watch films. The report which has studied the film watching habits of Indians across eight cities, says that 57 per cent of the audience base watches a movie in the theatre at least once in six months, and of these 71 per cent are between the ages of 15 and 24.
With the movie theatre audiences skewed towards men even a decade ago, the Group M report claims that the gender gap is also decreasing, with 53 per cent of the cinema goers being women.
The increase in cinema goers has resulted in a 20 per cent growth in cinema advertising. The Group M report says that 50 per cent of the cinema-goers are open and willing to consume advertisements before the start of the movie and during the intermission. Moreover, average consumers, as per the report, reach the movie hall 15 minutes before the show time, which allows enough and more branding opportunities for advertisers.
So, consumers can expect more brand kiosks and marketers going all out to woo them even before they are subject to watching the 60-second versions of the 10-second ads they are used to watching on television
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Advantages of Advertising in Cinema
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The audience is captive and cannot change channel or flip the page. Chances of a viewer watching an ad on cinema screen is higher than other medium.
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Cinema screen gives larger than life impact to the message. With the capability of playing video and slides with audio, an advertiser can talk to more senses of a viewer than print or radio. In terms of creative freedom, Cinema advertising is comparable to television.
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Cinema with its huge localized reach pan India, makes it suitable to reach out to a small geography as well as complete country.
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Cost per reach for theatre advertising is less than other non traditional advertising options.
