Cinema is one of the major crowd attractions in India. For years this platform was untouched by the top marketing brands but now cinema chain owners are experiencing a drastic change. Cinema advertising is witnessing an average growth of 25 per cent year-on-year. It has grown approximately by 12.5% with total revenue close to ₹525 crore in 2016.
The industry has become organised now. The chains and digital networks now understand the needs and wants of the advertisers.
The multiplex boom and high decibel marketing of movies are some of the obvious contributing factors for attracting newer categories of advertisers. Also, ours being a film loving nation it makes cinema a potential advertising medium.
From parking lots to silver screens, cinema chains are exploring best possible branding options.
Static slides or digital commercials that appear before the movie are a cost-effective way of hitting a larger percentage of the targeted demographic. It is the best way to showcase your business and convey your message to a relaxed and focused audience.
You can even change your message on a monthly basis to take advantage of seasonal specials, community events or targeted metrics.
On-Screen Advertising can take a more narrative approach and also allow the creators to take plot risks that conventional television ad spots don’t allow. If done right, these ads can be visually appealing that the audience will remember for a longer time span.
The interactive use of off-screen space can click as well. It offers a variety of options to choose from. Seats, lobby, box office, security check points, popcorn counters, arch gates, ticket jackets, standees, flyers and pamphlets, façade hoardings, interactive zones or poster boxes are some of the available off screen spaces. If displayed correctly, off screen advertisement can be surely impactful.
The Plus Point
There is definitely more traction for an ad if it is both on and off-screen. Besides the food counter and on-screen, sampling the product in the lobby as well as displaying on-screen, etc. can be some great combinations for on and off-screen advertising.
There are some challenges also like capturing the audience in single screen theatres especially in smaller markets. But international companies like Rentrak are trying to bridge the gap by investing in creating CAM (Cinema Audit and Monitoring) which tracks advertising across 200 most important screens in India. Working with other companies they hope to bring a new system of measurement which would take cinema advertising to the next level.