Adlabs Cinemas, part of Reliance Anil Dhirubhai Ambani Group and Adlabs Films, has initiated an extensive research through IMRB International that aims to take cinema audience measurement to new levels by successfully probing the Indian cinema audience on parameters, including advertising exposure, cinema habits and exposure to media.
Tushar Dhingra, COO, Adlabs Cinemas, said, “The Indian film industry is the largest in the world in terms of ticket sales and number of films produced annually. Further, the advent of multiplex chains, digital screening of movies and revamp of single screen cinemas has brought back the novelty of movie viewing in theatres. So far, cinema in India has very limited research to measure audience characteristics and preferences and hence, this is an initiative for us to gather insights into the thinking of the new age movie viewer and to understand the exposure, experience and ad efficacy of the theatre medium.”
The primary reason for advertisers’ renewed interest in the medium is the recent growth in audiences as well as loyalty of audiences to the cinema medium despite the several other options available. Cinemas are attractive destinations to reach out to a captive audience, making them attractive advertising avenues. Cinema can also deliver a broad range of demographics.
Dhingra added, “Multiplex cinema penetration, digital technology and the attractiveness of cinema audience demographics are driving high growth rates in the cinema advertising sector. Our research will provide an all-encompassing perspective on the subject, which will enable advertisers to make more informed decisions in the area of cinema advertising.”
The research commenced in July and would be conducted in three phases, the IMRB study would be focused on understanding the moviegoer in terms of movie viewing habits, behaviour, attitudes and preferences towards movie viewing, and cinema viewing metrics like reach and frequency, understanding the in-theatre experience, evaluating the efficacy of the advertising options (at Adlabs screens), and monitoring and auditing the various advertising in the Adlabs properties.
“We are delighted to partner Adlabs Cinema in this path breaking research. This is the first of its kind comprehensive study to understand the cinemagoers holistically as individuals, consumers and media targets. Using cutting edge technology like RFID, we would be mapping their exposure levels to various advertising options in the Adlabs cinemas,” said Hemant Mehta, Senior Vice President, IMRB International.
Adlabs Cinemas is among the largest cinemas chain in India and currently has 175 screens spread over 67 properties nationwide.
The results of the research are expected to be available in three months’ time.