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.