In – Cinema advertising

Advertising floods every aspect of our lives. In recognition of this reality, marketers are on the constant lookout for innovation, means of advertising in the mad rush to catch consumers’ attention. In the audio-video realm, advertisers have two options: TV and cinema. However television advertising has increasingly become a game of diminishing returns. The dent to the TV medium started with the introduction of the remote controlled, propelled by a slew of channel launches (300 plus), and will get further fragmented by the advent of a number of delivery platforms (Cable/DTH/IPTV).

Advertising on television is considered by many to be intrusive. So people switch channels and all the money, time and effort that you’ve invested in creating a commercial, flows down the drain.

Only a dynamic medium can fill this gap, offering advertisers the opportunity to reach their target audience in a distraction free environment. A medium where advertisers can showcase their brands and make use of the star power that brings in the audience in-cinema advertising. The Indian film and entertainment Industry is projected to grow from the present size of Rs 84 billion to Rs. 175 billion by 2011, implying a 16% cumulative annual growth over the next five years according to a FICCI-PWC report.

Studies confirm that the impact of cinema advertisement is around five times higher than television. Moviegoers who saw in-theatre advertisements are 44% more likely to remember the commercial than consumers who saw it on TV. Moviegoers who saw in cinema advertisements are 70% more likely to correctly identify with the advertised brand than those who saw the same on TV.

Then why is in-cinema advertising not a part of an advertiser’s media plan? The existing medium is not transparent neither the advertisers nor the agency coordinating for the space can guarantee that the commercial has been played, as it is entirely up to the theatre owner to run the ad. Furthermore, there is no organized player, so an advertiser has to deal with too many people for an all-India campaign.

The advent of digital cinema however, has changed all that. A digital cinema network provides a unique platform to advertisers to build upon the existing business of digital distribution and exhibition of movies. Log details of each spot are electronically retrieved, which is provided with the invoice. The forward option is disabled during the start and the interval when the commercial is played, which secures the interest of the advertiser.

Digital cinema advertising is bound to be the next big thing in advertising. It is cheaper than internet advertising and more effective than TV. This latest technological breakthrough provides a great advertising opportunity. In a theatre, not only does the advertiser have a captive audience for about three hours, the moviegoer’s mindset is also very receptive. These people have ventured out of their homes to be entertained. They don’t mind seeing ads during the course of watching the movie. So, ad avoidance so common in TV is absent here. Also in case of cinema the advertising is transient since it will be played just for two minutes, ensuring that the audience is in a receptive mood.

Movie theatres are again becoming popular through luxurious multiplexes where movies are changed once a week attracting full capacity crowds. Air conditioning is at its best and the seating arrangements are so good that one can relax comfortably. The ad charges to the clients are much cheaper compared to TV and for viewers there are no interruptions as such they can concentrate fully when the ad is projected. In cinema ad is surely will grab a share of the TV ad promotions revenues.