As cinema lovers return to the theatres, advertisers are now doing the same

According to the FICCI EY 2022 research, in-cinema advertising revenue has seen a gradual downfall, from Rs 800 crore in 2019, Rs 200 crore in 2020, and Rs 100 crore in 2021.

But Festive cheer & regional hits bring brands back to theatres. Advertisers benefit from having the audience's attention for at least 15 minutes before the movie begins by not letting them scroll through or skip the adverts.

While cinema is a premium location for advertisers to present their advertisements since it gives people who watch the ads on the big screen a distinct kind of feeling by subtly positioning the brand as a premium one. Additionally, the ad rates were very high. Rates of the pandemic decreased, but experts claim that they are stabilising and will return to pre-pandemic levels by the end of this quarter. They observe that it will probably surpass the same by the end of the current fiscal year.

According to Ajay Mehta, founder of (iTV) Interactive Television and MD of Kinetic India, ad rates are currently stabilising and, depending on the content, may even rise. While the pricing has been set and that ad volume should return during the upcoming quarter. Rates are not a problem because they are currently returning to their pre-pandemic levels. On the other hand, there is a rising demand from advertisers who want to use cinemas as a platform to interact with a broader target audience. 

Due to the incredible success of regional films like KGF2, RRR, PS1 and Kantara, the Indian box office is in excellent shape, tremendous opportunity for brands as they are attracting record audiences to the theatre.”

Advertisers have been wise enough to invest in these films since this trend is too significant to ignore. On a nationwide level, KGF 2 and RRR drew more sponsors than some of the previous major Bollywood blockbusters. Advertisers are now eager to investigate even some of the slightly lesser films coming out of the South and are closely monitoring them after experiencing success with these big event movies.