Key Points
New Delhi: Cinemas have started seeing a surge in advertising after a long lull following the pandemic, when not many big Hindi movies were releasing, and those that did hit the theatres failed to excite the audiences..
A 15% jump was seen in the second and third quarters of FY24, compared with the same period last year, and theatre owners say they are inching closer to pre-covid levels of in-cinema advertising..
While southern markets were quicker to recover from the impact of pandemic, advertisers are now signing up long-term campaigns with theatre owners even in the north, with FMCG, consumer durables and financial services categories leading the surge. ..
Led by good content and more footfalls in theatres, advertisers who were reluctant to do cinema campaigns or were only cherry-picking movies, started to do more consistent campaigns and signed up long-term deals, resulting in a rise in brand count and revenue, said Yogesh Kapil - national sales head, Qube Cinema Network, a digital cinema technology provider..
Over the last four years, content consumption patterns have changed dramatically, which had led to wider consumption of regional content, said Siddharth Bhardwaj, chief marketing officer and head of enterprise sales at cinema distribution network UFO Moviez..
