NDTV Media has been appointed by UFO Moviez India Ltd as sole and exclusive sales partner for their digital cinema advertising business. As part of this arrangement, NDTV Media will be responsible for selling advertising spots in the cinema theatres with which UFO Moviez has advertising rights. This would include selling of airtime on the cinema screens as well as on-ground activation at these cinema halls, which would include seat branding, ticket branding, putting up standees and stalls, and any other ground activation for advertisers.
Niraj Dutt, COO, NDTV Media Ltd, said, “We are extremely pleased to partner with UFO Moviez India Ltd on this pioneering initiative. Digital cinema is a powerful innovation in the space of cinema advertising and brings with it a host of benefits, including flexibility, reach and transparency. With a satellite-based delivery mechanism, digital cinema offers the opportunity to advertisers to reach cinema halls across the country in multiple languages with just one Digi-Beta. For the first time, this format allows for theatre-wise and spot-wise monitoring of the client’s activity.”
“After having a stronghold in the television and Internet space, digital cinema is another medium that NDTV Media is venturing into, thereby being able to offer its clients multiple touch points to reach its consumers. In keeping with the expansion plan that we have at NDTV Media, digital cinema advertising provides a new platform that we can offer our clients. We are confident that this relationship will be mutually beneficial,” Dutt further said.
Rajesh Mishra, CEO – India Operations, UFO Moviez India Ltd, said, “Earlier, the single screens were largely unable to monetise the advertising opportunities in their cinemas owing to the fragmented nature of the market. Now that we have reached 1,200 screens across India, we can begin to tap the advertising opportunities that are possible with our network of cinemas. NDTV Media’s handling of the ad sales activity will allow us to focus on our core business of digital cinema operations. They will bring to the table their extensive and specialised expertise and contacts in the field of advertising. We look forward to a long association with NDTV Media.”