Pushpa 2 fires up in-cinema ad frenzy, 50% inventory booked 3 weeks before release

Pushpa 2: The Rule has successfully kicked up a storm of brand interest for in-cinema advertising. Over 40 national and regional brands have already secured their spots to advertise on the medium before the film begins and during the interval. According to industry leaders, KGF 2 and Bahubali 2 were the last two movies that saw such a surge, indicating a strong consumer sentiment for blockbuster sequels in South India.  

“In the case of most anticipated blockbusters, the demand for inventory kicks during the last 7-10 days, but for Pushpa 2, more advertisers have pre-booked 2-3 weeks in advance,” said Sachiin Gupta, National Sales Head - Programmatic, UFO Moviez. The in-cinema advertising platform is managing the advertising inventory for Pushpa 2: The Rule in approximately 40% of the theatres where the film is set to release.

Pushpa 2, a Telugu movie, is expected to have a big release in all the southern states. UFO Moviez expects Allu Arjun starrer to bring in double the revenue of the biggest blockbusters so far, with Andhra Pradesh and Telangana holding the biggest share of the pie for advertiser interest. Tamil Nadu, Karnataka and Kerala are also attracting significant brand interest.

The Hindi-speaking belt is also attracting a notable brand and fan interest for the movie. Recently, the movie’s trailer launch in Bihar saw a gathering of thousands of fans, eager to catch a glimpse of the lead stars, Allu Arjun and Rashmika Mandanna.

Film enthusiasts across India can expect to see ads by brands across categories as part of their Pushpa 2: The Rule in-cinema experience. These include: Pidilite, HUL, P&G, Siyaram’s, Polycab Cables, Tata Motors, Diageo, Shriram Finance, Muthoot Finance, Vijay Sales, Freedom Oil, Joyalukkas, GRT Jewellers and Pothys.

Pushpa 2: The Rule, set to release in 6 languages, Telugu, Tamil, Malayalam, Kannada, Hindi and Bengali on December 5, will feature 25 brands as in-film integrations. Industry experts anticipate the movie to hit the Rs 1,000 crore mark and break several box office records. With less than 3 weeks still to go and high-impact promotions just beginning, interest in in-cinema advertising is expected to rise, with brands eager to secure spots in key markets.