The silver screen is changing. Slick Productions, Multiplex screening, and Aggressive multi media promotions are all wooing the urban city dweller. And they are responding positively. If trade reports about Devdas are correct, the film may have, within a week of its screening, have already recovered the investments. And people are flocking for a second look!
But Cinema has been low on a media planner's priority. Lack of research and little control over implementation and monitoring are reasons cited. Perhaps this paper by Initiative Media will help.
Initiative Media paper titled 'Cinema- The Big picture' studies the attributes of the medium by using a research tool - RADAR and also presents top lines of a field research conducted in Ahmedabad.