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 delivers your message to a captive audience.
- On-screen copy can use full sight, sound and motion to increase ad recall.
- Unlike radio Cinema is not reliant on great frequency to have effect – once with a good ad will be enough as the audience is so engaged in this situation.
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.
- 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.
Production houses are investing in innovative marketing and promotion activities prior to any release, thus creating a lot of anticipation for the film. All this helps bring in huge crowds to cinema halls now, which results in a larger audience for in-cinema advertising .