Top Story


Home >> Media - TV >> Article

Channels using big screen to advertise their programmes

Font Size   16
Channels using big screen to advertise their programmes

The big screen is luring its smaller counterpart. Channels such as Star Plus, Sony, HBO, Hallmark are hitting cinema halls to advertise their programmes.

So you have Star Plus' latest teenage soap Kyon Hota Hai Pyaar, Hallmark's McLeod's Daughters, Guardian, Late Edition and promos of innumerable flicks on Star Movies and HBO going to cinema halls to woo viewers. And this trend will only be on the rise with the growing number of multiplexes.

According to a Morgan Stanley report on the media sector, currently there are just about 10 multiplexes in the country, but 40 more are in the pipeline. And going by film experts, there could be around 1,000 multiplexes operating across the country in the next few years.

According to media analysts these numbers could help advertising in cinema see substantial growth. Currently, cinema accounts for just 0.4 per cent of the total Rs 8,800-crore advertising pie.

According to officials of various television channels, the cross media promotions has helped draw audiences. According them promotion in theatres helps bring in new viewers, especially those who do not watch their channels. It is a cheap medium. Even though the number of people present at a time in a cinema hall is small, it is a captive audience. Advertising through cinema halls has been very effective in markets such as Mumbai, Delhi, Lucknow and Ahmedabad.

An Initiative Media RADAR study revealed that cinema clearly scored high in terms of attention grabbing and likeability. The recall of ads on cinema was also very high.

Media analysts opine that cinema was seen as a good complementary or support medium. International case studies of brands like Toblerone, Cadbury and Orange in UK have revealed that these have gained using cinema.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow