If you find yourself going to the cinema more often, then don't be surprised, because it is not just you. Millions of people around the country have started 'going out for a movie' once again.

Social analysts argue over whether the reason is the resurgence of the family movie, or the newly furbished cinema halls, or the boredom of endless channel surfing. It may just be that in this age of inane game shows, microwave dinners and endless commuting, many of us feel the need to lose ourselves in the magic of the movies. A large screen, digital surround sound, great popcorn - it is only in a cinema that you fully experience the pleasure of watching a movie.

No wonder then that smart Marketing Professionals and Media Planners are once again looking at cinema as a powerful media option.

Cinema as a media choice offers much more than just a growing reach. You can't get away from the Huge Impact of a panoramic screen in a darkened hall, breathtaking colour and overpowering sound. You have no domestic distractions, no channel surfing, no fast forward button, you are a captive viewer - when an ad comes on, you watch it, you listen to it and you remember it.

Just as impressive for a discerning advertiser is the Unparalleled Reach and Flexible Options offered by cinema. As a national advertiser, you can penetrate every pocket of India, or if your brand is confined to a region, then you can ensure that your ad budget is focussed on your target audience. It could even be that you want to promote your product only in one cinema or in one city. If mobile cinemas and village haat screenings have taken cinema to the very roots of the country, multiplexes and ultra modern cinema halls have pulled in the elite. With cinema, you can choose the geography and demography that works for your brand. Cinema is the only audio-visual medium that offers this flexibility.

Yet advertising in cinema is extremely Cost Effective. Even with all the great benefits of impact and reach, cinema advertising will still cost you less than practically any other medium.

What's more, with the arrival of dual advantage Reverse Telecine (RTC) transfer technology in India, now it is easy to convert your Betacam Television commercial into 35mm film format. So, not only does adding cinema to your media plan make sense in more ways than one, it is also Easy to Do.

At CINEMEDIA, we offer you a full range of solutions for your cinema advertising needs. If you would like to explore cinema as an option for any of your brands, please feel free to call us.