Multiplex advertising is showing potential in recent times and with the growing number of screens. Though the share of multiplex advertising in the total advertising pie is less than 1 per cent, the medium is poised for exponential growth. exchange4media spoke to OOH players like OOH Media, Integrid Media and Future Media to get a better idea about the size of the market and innovations in multiplex advertising.
Multiplexes or megaplexes have been instrumental in contributing 28 per cent of the total theatrical sales for the film industry, according to a report by Systematix Institutional Research. Industry experts estimate that the top six multiplex chains have plans to add 300-500 screens each by 2010.
Commenting on how big the market for multiplex advertising is, Niloufer Dundh, Chief Sales Officer, OOH Media (India) Pvt Ltd, said, “OOH Media believes that there is a discerning upmarket audience that visit multiplexes once in 15 days. Thus, the market is tremendous for OOH TV in multiplexes. We have received good feedback regarding our screens in multiplexes and the proof of the pudding is in the number of advertisers that we have for this cluster.”
She further said, “We have devised a special OOH moviegoer’s package for advertisers that cater to the multiplex and surrounding areas, which drive traffic to the multiplex. This package has been used by many advertisers.”
“We have presence in prime multiplexes in 16 cities with over 458 LCD screens across India at Cinemax, Inox, Waves, DT, and Fun Cinemas, etc. We have studied where the fleeting floating population spends time at a multiplex, and accordingly put up our screens at multiple touch points such as ticket counters, snack counters, waiting areas and wash rooms,” Dundh added.
Sharing his view on market for multiplex advertising, Nikhil Sheth, National Sales Director, Future Media (I) Ltd, commented, “Cinema advertising per se has been around for the longest time. However, with the introduction of multiplexes, this otherwise unorganised media is now getting organised. Organised multiplex advertising should form around 70 per cent of the cinema advertising market.”
Sheth said, “As a media owner, we believe in providing innovative media solutions to our clients. We bring in a lot of innovation in our sales approach. For instance, for the first time, we have introduced spot rate premium and other sales packages, which give value to advertisers.”
He further said, “We are competing with all media that are vying to grab consumer eyeballs when they are in the mood to be entertained. Going by the sheer number of screens that form part of our Future Theatre bouquet, we would be among the Top 3 players in the field. We have 85 screens in all, which includes 84 screens of Inox chain of multiplexes and a single screen of Eros Cinema at Churchgate in Mumbai. We are currently in the process of acquiring media rights of other multiplexes too.”
Sanjay Dhar, COO, Integrid Media, said, “There are no official numbers available for multiplex advertising, but we estimate the total cinema advertising industry (including single screens and multiplexes) to be in the range of Rs 250-300 crore.”
Dhar explained, “We primarily deal in single screen cinema halls, wherein we are the single largest holder of exclusive rights in over 300 cinema halls in Andhra Pradesh. Innovations include creating customised signages in cinemas for clients, providing infrastructure and teams for consumer activation (on the spot contests, lead generation etc.), product displays for durables and automobiles, inflatables, etc.”
“There are many competitors in this segment like Dimple Cine, Orienta, Interactive, Cinemedia, etc.,” Dhar added.
Regarding market share in multiplex advertising, he said, “Multiplex advertising still forms a small part of the overall in-cinema advertising, as the penetration of multiplexes is still largely limited to the metros and a few Tier 2 towns. In Andhra Pradesh, we are the single largest player, commanding over 70 per cent market share.”