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Multiplex – a different media dynamics

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Multiplex – a different media dynamics

In a conversation with exchange4media, Shravan Shroff (promoter Fame Adlabs) had stated, “We have partnered with GroupM, for a deep seated research on multiplex audiences. Clients can do various things, like putting up banners and ads at POP areas, running commercials prior to the film, and positioning sales guys outside the theatre to hand out pamphlets and the kind. In addition, there are contests and lucky draws to add to the fun aspect of branding. So it’s a total 360-degree angle on things. Yet the media fraternity and brands in particular are not as enthusiastic about multiplexes as media vehicles, and still continue to focus on the more conventional mediums of communication. Whenever we get around to reaching to planners and buyers, we have the standard response that there isn’t adequate data to measure ROI.”

He continues, “But the crux of the situation is that, even when you furnish them with the right numbers, the response continues to be extremely luke warm.”

Meanwhile Atul Goel ( Chief Executive Officer, Essel Group) states that the need of the hour is for multiplex players to get together and organized a syndicated study, which would be more readily acceptable to the media fraternity. He asserts, “Multiplexes offer cost effective solutions to advertisers. You can be sure about numbers here, for instance, in one sitting, you can be assured that 400 people would be exposed to your piece of communication. Whether its retail, automobiles, media brands, banks, insurance or any other, you can capture a 360 degree angle on communication and be absolutely certain that the message is in fact being delivered.”

He adds, “However, it is necessary that multiplex players get together and organize ourselves better…perhaps get together for a syndicated research wherein we profile our audience better and throw up more figures as far as return on investment is concerned.

I would say that there are genuine concerns in the brand community about this medium, and we ought to go about addressing these. In fact, we have already gotten together with ORG Marg for a detailed profile of our audience (at various time bands) and it will go a long way, in addressing brands.”

Planners are more or less united in the view, that the onus lies on the multiplex players to market them better. Says Madan Mahopatra, Media Director, The Media Edge, “Multiplexes provide three hours of active audience, and no fragmentation or interruption of any sort. If used well, multiplexes can give tremendous mileage to brands, such as visibility at POP outlets within the theatres and direct marketing initiatives being taken within the immediate vicinity. But the trouble is that there is no syndicated research to help the multiplexes to market their cause better. Here, I am not really talking about commissioned research that one player has taken with a particular media group; I am talking about credible research done via ORG MARG or the NFO’s of the world.”

He adds, “The onus is really on the multiplex players to publicize key findings on multiplex audiences and the kind of mileage derived from this medium, visa via conventional vehicles. For instance, its not enough that you approach clients of one media group, that has undertaken a particular study…its up to you to go to other media avenues and clients and share the information derived.”

Meanwhile Manas Mishra (Associate Vice President, Initiative) states, “This medium allows you to be interactive with the audience and to capture a holistic angle on things. Reminds me of the time, we had used multiplexes in our Hitachi campaign. We deposited Hitachi banners and posters at various points within the theatre; in addition we had coupons that needed to be filed up, and then dropped at boxes situated right under the Hitachi air conditioners in the lobby. Add to it, Hitachi ads that were running prior to the telecast of the film. Needless to say that the campaign was quite a success. Moral of the story- This medium can generate results if used well.”

Mishra goes on, “However the weakness of the medium is that there is not adequate research or case studies, to back its cause. Plus at a time, you can only address a limited number of consumers unlike television or print. The number goes up to around one lakh people per month and that’s about it. What multiplex owners need to do is to market themselves better. They need to undertake experiments, wherein they can display that the medium delivers results, and highlight the advantages visa viz other mediums.”

At the rate multiplexes are burgeoning in this country, it’s essential that brands capitalize on the opportunities provided by these. Whether it’s the media community that takes the first step and avails information pertaining to the benefits of the medium, or the players themselves that walk the extra mile - that bit is immaterial.


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