In-CINEMA ADVERTISING

Cinema advertising refers to the commercials that are displayed in the cinema theatre before the actual movie begins. This is a highly impactful form of advertising since it is displayed in an uncluttered environment. Audience do not have the option to skip, change or block these ads. Moreover, it is easier to captivate audience who are already captivated and in the relaxed state of mind.

This type of commercial is a cost-effective way to reach the customers. A large section a specific demographic can be targeted with this form of advertisement. Commercials can be changed in a monthly basis to capture the spirit of festivities, seasonal specialities and even community events.

Benefits of Cinema Advertising

The movies we watch in a theatre may not always have a lasting impact on us, but the ‘anti-smoking’ commercials are something that lingers in our mind long after we have left the theatre. Since the audience cannot block or change these ads, brands can easily convey their message without any kind of interruption. There are several benefits to this form of advertising

  • The gigantic wall to wall ceiling to floor screen creates a lasting impression as the audience remain undistracted.
  • Since the commercials are displayed in an uncluttered environment, there is no competition. Also, researches show that Cinema advertising is 8% more effective than the other media since it is more emotionally engaging.
  • The brand message can be easily conveyed to the audience of a specific demographic, that is people to dwell within a ten metre radius of the theatre. Whereas demographics in other ad media can be more difficult to pin down, movie audiences are far easier to determine. What kind of film will cater to which age group, at which location they choose to watch it and when they watch is all known.
  • As of off screen ads customers can be provided with discount offers, or one can simply hand out flyers and coupons while they are leaving the theatre.

The advent of social media changed the entire marketing scenario. Marketers deemed this virtual world to be an important space to connect with potential customers. But while Facebook, Instagram, Twitter and Youtube have provided marketers with endless opportunities to promote their brand, they have also given their users the liberty of choice. Netizens have the option to block or skip ads whenever they want and that is a huge challenge for advertisers round the world.

In cases of radio and television commercials, marketers face a similar challenge. Customers can easily change a channel or simply ignore the advertisements. But when it comes to cinema advertising, no such barriers exist. The biggest advantage of this media is that it offers an uncluttered environment, unlike outdoor, radio, television or social media. The gigantic screen, the high quality audio, the silence and the relaxed atmosphere – who can ignore an advertisement in such a setting? Thus cinema is one of the most effective forms of media marketing.

Planmyad: A Cinema Advertising Agency

From choosing the format to executing the ad – these days everything can be done online.

Planmyad is a India based one stop e-solution for Cinema Advertising. We provide services in cities across India. We partner with single screens as well as multiplexes like Inox, Carnival, Cinepolis, Pvr etc. We offer both on and off screen ad options at surprisingly low rates. Our rates for single screen ad options start from Rs. 600.

Following are the branding types that our agency offers

  • 1. Mute Slide Screening
  • 2. Video screening
  • 3. Audio Slide Screening

Cinema Advertising in India

In 2017 cinema advertising had a market size worth 98 million rupees.The market size grew to be worth Rs. 1000 crore this year. Various researches show that Cinema Advertising has a growth rate of 20% every year in India. It is expected that the market size will become worth Rs. 1400 million by 2021 and 381 million dollar by 2023. That makes cinema almost 8 times more effective than both television and radio.It is expected that it will grow 25% by 2023, becoming a 381 million rupees worth industry. The growth of cinema advertisements gohand in hand with the growth of the Indian film industry. Multiplexes and cinema chains are encouraging advertisers to invest more and more into this form of media to reach out to larger number of audiences. The development of technology has also contributed massively in the growth of this media.

Moreover, the movie goers are mostly between the ages of 15 to 40. That means a major populations of millennials (considered as the customers of today and tomorrow) can be reached through this medium. This crowd contributes massively to the growth of the Indian Cinema Advertising industy.Sidhart Bhardwaj (Chief Marketing Officer, UFO Moviez India) suggests that the urban population will be the growth drivers of the industry in the next few years. Economics Times Report that in 2018 alone marketers have spent nearly 606 crore in cinema marketing. Some of the reasons Cinema Advertising has been so effective in India is because,

  • Above 60% the movie goers are wealthy enough to buy the products promoted through this medium
  • This medium reaches those parts of the population who are unable to afford a television or devices that have access social media.
  • Going to movies has grown to be a habit for the major half of the Indian population.
  • And most importantly most of these consumers are willing to watch these commercials in the movie theatres because they find them more appealing than television.

Theatre advertising is a great way to reach the rural audiences of India. Unlike digital and social media, Cinema has the capability to reach out to consumers who cannot be reached otherwise.

Rates in India

The rates of cinema advertising depend upon several factors in India – the brand of the cinema, number of seats, the type of screen etc. Generally the rates of single screens are considerably lower than the cinema chains like Inox or PVR. The rates again differ from one cinema chain to the other. Moreover rates are changed on a weekly basis. You can find all these different rates easily with the help of Planmyad’s Cinema Ad planning tool. We have the rate cards of numerous screens across India.

Media Options

There are two types of options in this media – on screen and off screen. Commercials that are shown before the cinema begins are known as on screen advertising. On the other hand advertisements that are displayed outside the theatre are called off screen advertising.

On screen commercials include 10 to 60 second videos. Some are 10 second long slides with two to three transitions. Others are short one to two minute longs ad films with creative and unique stories, that tend to generate brand awareness and brand communication.

Theatre advertising is a great way to reach the rural audiences of India. Unlike digital and social media, Cinema has the capability to reach out to consumers who cannot be reached otherwise.

Ad Formats

Various cinema chains use various types of ad format. PVR, Cinepolis, Inox, Waves, Cinemax and most other cinema chains use J2K format. While UFO cinema screens uses UFO format, Qube and UMW use MOV formats.

Clients can submit their commercials in .mov and jpeg formats to the advertising agencies. They in turn change the formats accordingly.

Inox Cinema Advertising

Inox is India’s biggest cinema chain with a dominating presence across India. Nearly 125 properties owned by Inox are spread around 62 cities and 19 states with over 500 screens and sitting capacity of 123,183 people. Their superior quality audio visual equipment has the potential to create a long lasting impact on the audiences. IMRB’s recent research suggested that over 60% have thoroughly enjoyed their experience at Inox. Moreover, the crowd that goes to Inox, are from the privileged part of the society with enough income to buy the products promoted through the commercials on screen.

PVR Advertising

PVR, India’s largest cinema chain is dedicated to providing the audience with exclusive cinematic experiences. They, like Inox have a very specific target audience base who are affluent enough to afford the brands promoted in the theatre. PVR’s advanced technology keeps the audience in thrall and this makes communication easier for the marketers. PVR, India’s largest cinema chain is dedicated to providing the audience with exclusive cinematic experiences. They, like Inox have a very specific target audience base who are affluent enough to afford the brands promoted in the theatre. PVR’s advanced technology keeps the audience in thrall and this makes communication easier for the marketers.

Cinepolis India

Cinepolis is the fourth largest cinema chain in the world and the only international cinema chain in India. Nearly four hundred screens across India are owned by Cinepolis. Cinepolis campaigns generate good Roi and mostly attracts the SEC A ABD SEC B audience.