Tag Archives: Advertising In Cinemas

What is Ambient Advertising?

The phrase ‘ambient’ refers to placing an advertisement in unique or unconventional locations where you wouldn’t expect to see one.

Ambient advertising is a method of promoting products or services by taking advantage of uncommon settings or goods, as well as their elements, as a communication channel. It entails creative advertising messaging, interaction with the target audience, and an emotional impact on customers.

Ambient advertising’s goal is to surprise customers with its placement. Ambient advertising has an impact because it is strategically placed, has a wow factor, has a direct impact on customers’ minds, is an effective means of transmitting a message to target consumers, and so on. When you look at an ambient advertisement, the first thing that will strike your eye is its odd location. The fact that there is no recurrence is the second attribute of such advertising.

Another factor to consider is execution.

Why should a brand choose ambient advertisement?

Ambient commercials are seen to be more effective than traditional outdoor advertising in terms of promoting a product. According to studies, billboard advertisers have roughly six seconds of a vehicle passenger’s attention, however innovative advertising can boost this figure to a minute or even more. It also improves the effectiveness of the ad and can be an important aspect of social media marketing. On one hand, marketers can produce an unorthodox commercial and use a hashtag to distribute it on social media while people, on the other hand, can photograph and film this creative advertising and share it on social media with the business’s hashtag, thus increasing brand awareness.

Advantages of Ambient Advertisement

Grabs attention
Can go viral
Low cost solution
Non-intrusive
Reaches a wider audience
Is memorable

Ambient advertising is a good approach to stand out in a world where there is a lot of advertising; as long as the advertising is innovative and unique. Ambient advertising can also be used on a shoestring budget. The conspicuousness and exceptional presentation draw attention, and can thus be realised if the budget is clear.

Khushi Advertising helps with ambient advertising:

At the recently completed Asia-Pacific Customer Engagement Forum & Awards (CEF) 2015-2016 Awards, Khushi Advertising was named the “Most Admired Ambient Media Agency of the Year.”

The theme of this year’s CEF Awards was “The Power of Consumer Insights for Customer Engagement.”

It should be mentioned that any marketing strategy must be well-planned and properly created in order to be successful. This is when the experience of India’s best media agency comes into play. Their knowledge, competence, and ability to effectively integrate numerous forms to convey a message will go a long way towards establishing a brand image and brand value for your brand. Allow your brand image to soar the high skies and leave a lasting impression on your prospects and customers. Make sure you use the best advertising agency that gives your adverts that “wow factor”.

Looking Ahead: Advertising in Cinemas

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The Pandemic Effect

In many aspects, the year 2020 was a watershed moment in the Indian cinema industry. As social separation became the new normal, the theatre’s moviegoing experience came to a standstill. Theatre owners, film distributors, and ambient marketers, in particular, bore the brunt of the epidemic and incurred massive losses.

As the COVID-19 pandemic worsened earlier this year, several big and lesser-known titles were forced to stop their cinema runs early. Rather than waiting months for digital and Blu-Ray sales to begin, some studios chose to distribute their films digitally first.

India Unlocked: The Silver Lining

Around June 2020, the country began gradually opening up through a succession of unlocking stages. Because movie theatres are a community-based activity, they were not the first to open. After 7 months of lockdown, theatres reopened in October 2020 with a 50% capacity. The measure was supposed to help the film industry find traction. Unfortunately, with so many films being published on OTT platforms, theatres are forced to re-release old blockbusters. As a result, theatres had difficulty attracting consumers.

Advertising in cinemas was also severely impacted. Many new releases have been delayed for months because production companies prefer to see them released in theatres rather than digitally. Some high-budget films, however, were not made available online. Popular films like Salman Khan’s Radhe and Ranveer Singh’s 83 have confirmed May and June theatrical dates this year. Cinemas and marketers are now relying on such releases to attract people and increase revenue.

In a good move, the government declared that theatres would operate at full capacity beginning February 1, 2021. Strict preventative procedures are in place in theatres to guarantee that safety requirements are met. Vaccination campaigns are also in full force, giving viewers the confidence to return to movie theatres.

Cinema Advertising: The Bright Future

With the economy improving, advertising in cinemas may be a profitable method to market your products. Target audiences are at their most responsive, allowing for high levels of interaction. With people returning to the movies, advertising in cinemas will undoubtedly increase.

This year, new brands are anticipated to market their products through the medium of theatres. In 2021, income from cinema advertising may increase by 10% compared to the previous year. A rise in expenditure on movie advertising is also projected right now. With major films set to hit theatres this year, audiences are anticipated to come in massive numbers. This will provide outdoor advertisers with an opportunity to make a long-lasting impression on highly engaged customers.

Explore More About Cinema Advertising In India

Cinema advertising in India is one of the most popular and efficient ways to reach out to a large number of viewers that go to theatres and multiplexes all around the country. Cinema advertising is a very popular medium, not just in big cities but also in small towns and rural places. When compared to other non-mass media possibilities, cinema advertising rates are less expensive. For decades, cinema advertising has been one of the most popular forms of advertising. Because of the growing availability of multiplexes in recent years, cinema screen advertising has become an even more popular method of advertising.

Advertising in a cinema may help firms reach out to a large number of people who are sitting in the darkness, waiting for the movie to start. Across India, more than 10,000 theatre screens are currently showing commercials for various brands. Cinema advertisements are classified into two types: on-screen and in-premises. The former, also known as dynamic cinema advertising, is the most common type of cinema advertising, with possibilities such as slides on displays, movies on screens, and so on. The latter is sometimes known as mute, silent, or offline cinema advertising, and it might be prominently displayed within a theatre complex.

Clear Evidence Of Cinema Advertising Implementation

Advertisers are given inspection passes by a theatre. An inspection pass can be used to determine whether or not an advertisement is playing. Pictures are supplied as proof of implementation in the case of off-screen cinema advertising alternatives.

Censorship Is Required For Cinema Advertising

A censorship certificate is always necessary for every video commercial to be shown in a cinema. You may produce the needed censoring certificate yourself, or you can have your advertising agency do it for you. You may be charged by your cinema advertising agency for generating censorship certifications.

Cinema Advertising Timeline

Except for a few exceptions, all cinema advertising campaigns begin with a Friday second screening. In certain circumstances, it might begin on any given day. Advertisement confirmations are often requested at least three days in advance.

Type Of Audience The Appeal Of Cinema Advertising

Cinema advertising has the potential to appeal to both rural and urban audiences. Cinemas continue to be the most popular form of entertainment in India, attracting people from all phases of life. Whether a student, a working-class individual, or a company’s top executive, the medium of film binds all people regardless of class or background. Thus, movie advertising has the capacity to capture people’s imagination and attention throughout, rather than focusing on people from a specific background.

Multiplex advertising has a bigger effect on the country’s youth. People aged 16–44 are more likely to be influenced by movie advertising since they frequent these multiplexes to watch the latest films.

The Benefits Of Cinema Advertising

Enhanced Involvement

Big screen advertising with a better quality sound system captures viewers’ attention better than any other medium, making cinema advertising one of the greatest platforms for promotional strategy.

Greater ROI

The cost of cinema advertisements is very competitive with respect to other media, and the effect of the commercial on its viewers is quite high, resulting in a mix that delivers a high return on investment for advertisers when compared to other media.

Significant Influence

First impressions are crucial when it comes to creating a home for your business in the minds and hearts of viewers. And, in terms of impact, the cinema is one of the most powerful media venues accessible to marketers.

Now Promote Your Business In The Cinema With Khushi Advertising.

All you need right now, according to Khushi Advertising, is a promise of effective reach and great ROI on your cinema advertising. Khushi Advertising, India’s most trusted cinema advertising agency, can be your partner in capitalising on the largest advertising possibilities across 2700+ multiplex screens across the country. We are one of the greatest movie advertising agencies in India, with a strong web presence across the country. Our youthful and passionate team not only secures the best pricing for clients but also gives the greatest advertising slots and creative solutions.

We are the preferred advertising partner of major multiplex chains such as PVR, INOX, Cinepolis, Carnival Cinemas, and others. We ensure that you take advantage of all of the essential benefits that cinema advertising provides, such as the rich and powerful captive audience’s continuous, precise, and empathetic state of mind, precise targeting, and infinite unique events. Our promotional staff guarantees that each regional and national movie campaign runs smoothly. Many corporates, retail clients, and media agencies in India consider us to be the most trustworthy cinema advertising agency.

You can now organise your cinema campaign, target theatres, and increase the effective reach and ROI of your media strategy. We are an excellent medium for targeting your core TG and reducing waste. Post a brief and we will answer within 24 hours, or call us for further information.

Try Creating Immersive Consumer Experiences through Experiential Marketing

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Experiences have a more lasting impact on our minds as compared to visuals simply because we engage multiple senses in the former while the latter often demands use of just our vision. Companies have started to recognize this which is why you’ll see things like airport advertising in India growing at a rapid pace. Airport is an excellent medium to carry out experiential marketing and brand activation at airports will surely gain more and more importance in the eyes of the marketers.

Traditional advertising is often constrained by time on the part of the user or the medium where as people at airports usually have free time on their hands. Cinema advertising is also getting popular due to the same reason and driving sales for companies who are pursuing this route.

There are stalls and kiosks that give customers information about the product and let them use it on a trial basis there itself which urges them to buy it as they are familiar with it on a completely different level. Companies can also try experiential marketing at Pizza Hut to make their product or service stand out. The sheer footfall at these places should justify the expense put into the exercise and the numbers reflect that quite often.

Cinema advertising generally never has limited space constraints. In fact the ambience is very well suited for conducting brand activations e.g. Advertising at PVR can provide a company with lot more options as there are opportunities during the movie as well as before and after. Due to their enhanced movie watching experience, PVR cinemas advertising is a good showcasing opportunity for companies as the chain has a large number of people coming to them.

We can see but still not end up noticing something but when we touch and feel and interact with something for a larger duration of time, that interaction is not easily forgotten and creates a feeling of trust for the product. That is the essence of experiential marketing and also the reason why many companies are opening retail outlets even though most of their sales are online. Skepticism is a trait that is common to all and when someone is spending their hard-earned money, they like to know exactly what they are spending it on instead of regretting it later.

This also reduces the number of returns due to customer dissatisfaction for the company which is a win-win for everyone. Experiential marketing has survived the test of time and will continue to do so via multiple media.

3 Reasons to Include Cinema Advertising In Your Local Media Mix

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If there is one thing that the people of India have in common, it’s their love for the movies. People in our country go to the theatres week after week to get themselves entertained in huge numbers and the various offers on online booking portals have led to an increase in them on a consistent basis. This meteoric rise in footfall in theatres is why cinema advertising has become more important than ever before and every piece of real estate inside a multiplex is appreciating in value. Let us point out a few reasons as to why cinema advertising should be an important part of your overall marketing mix.

Firstly, multiplexes are often located in prime locations and are visited by people with high spending capacity. That makes places like PVR cinemas an advertising hotspot and many companies have started to acknowledge them as network to communicate with their target audience.

Secondly, cinema advertising offers more than just one option to a product or service in terms of how it can be presented. Advertising in INOX and advertising in PVR is increasing leaps and bounds not only because of the ads they play during the screening of the movie but also the standees, kiosks and posters that are available outside the movie hall which can be utilized to make a difference. Washroom branding in cinemas is fast becoming a popular trend. We can even find pamphlets at the ticket counter. All this only goes to show how every place where a person spends time inside a multiplex can be used for marketing and spreading information.

Lastly, cinema advertising brings in an experiential aspect and that can also be clubbed in with a movie. There is no better place to tell a story for your brand than somewhere where stories are shown day in and day out. People can touch, use and know exactly what the product is about and that increases the probability of them buying it there or even afterwards. Parking lots and even the back of cinema seats can be used to then retarget the same people and get them as close to buying the product as possible.

Citing the benefits mentioned above, it is pretty clear why cinema advertising deserves a portion of your advertising budget and is good enough to get you a return on the same.

On-Screen & Off-Screen Advertising in Multiplexes Yields More Results Than You Think

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With the rise in the number of multiplexes across the country and an increased footfall there, these places have become a hotspot for companies to market themselves at scale. This can also be attributed to the increase in the number of movies screened in these places both domestic and international, which allows advertisers to assign multiple spots for commercials to companies and help them advertise their products to a targeted audience. From theatres to the food counters, even the parking lot has become a place to advertise in multiplexes.

Cinema chains have allowed for hundreds of screens to come under the same banner which has made it easier for companies to negotiate advertising deals with them. This would have been impossible a decade ago when single screen theatres accounted for most of the screen count in the country. There are instances of the same company advertising its product both on and off screen in the same theatre which has proved beneficial for them. A company can show the commercial for a product during the screening and then have it on display outside increasing the chances of a sale later on.

It should also be kept in mind that people visiting multiplexes have a higher percentage of people with better purchasing power. This should also be an encouraging factor for companies that are looking to make use of this medium. The demographic of the audience that more likely to watch a particular movie helps companies to decide which products should be advertised when that movie is being played. This is will help eliminate wastage of screen time both for the theatre chain and the advertiser.

Also, people going to theatres always anticipate commercials and companies can use this medium as a tactical tool to communicate messages from the brand and even target audiences on a geographical basis. In fact, this is one of the few mediums which assures that as people go to watch movies in nearby theatres. That along with the increase in app based bookings can do wonders for companies in driving audience-specific marketing campaigns. Improvements in technology for creating immersive experiences is bound to make this medium an attractive investment opportunity from a marketing perspective.

Ours is a nation that is both invested and influenced by the movies, so there’s no doubt about the value this medium has and what it has to offer. In the years to come, this is bound to become one of the most profit yielding marketing channels across the industry.

Marketing to the millennial

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The term ‘millennial’ generally refers to the generation of people born in 1980s to 2000.

At more than 600 million, the Indian millennials form a sizeable chunk of the Indian consumer market. They are the people who have entered or are about to enter their prime spending years and offer a lot of potential for most of the businesses. Brands are increasingly investing more funds and time to gain insights into a millennial’s buying behavior.
Here are a few points that brands consider important while marketing to the millennial consumer-

The purchasing power of the millennials has been increasing. Hence they are on the radar of most marketers
Millennials are open to trying new brands. They do not mind experimenting.
They put convenience at the top in the list of priorities.
While making a purchase decision, they rely heavily on reviews from friends or peers.
They do not mind paying an incremental amount for comfort and quality. They would rather choose a marginally expensive but superior quality product over a lesser expensive mediocre product.
Millennials are keen to provide their families with the best of products and facilities. They participate enthusiastically in identifying the finest brands and making the best purchase decisions for their families.
Indian millennials are living in a world cluttered with brands. They have a wide choice with a range of products offering competing benefits and prices.

Keeping all this in mind, marketers are designing communication strategies to lure the millenials to their brands. They need to bear in mind that in order to grab the attention of this segment, they have to stand out from the crowd. They have to engage the millennial in a unique way in order to be heard and to find a place in the millenial’s consideration set.

The cinema business is not isolated from this new wave of buying behaviour pattern of its most loyal patrons – the millenials. They realise that this segment is their biggest market.

A few points to ponder about the millennial movie-goer-

Millennial movie-going audience is growing steadily.
Study of millennials’ movie-going habits can offer some great insights for advertisers.
Millennials make up the largest frequent movie-going age group, and this generation is highly invested in the overall movie-going process.
Most millennials aim to go to the movies on a film’s opening weekend itself.
Features like highest quality 2K digital cinema technology & 7.1 dolby surround sound, coupled with luxury amenities like recliner seating and gourmet food options are key drivers for pulling in the millennial audience.
They are most likely to participate in any engagement activities at the cinemas undertaken by the marketer
They form a ready target for the sumptuous goodies available at the F&B counters.

Cinema advertising agencies in India need to focus on this lucrative target market and weave their communications around this alluring millennial group.