PMMAO 2012: Cinema Outlook: A wider screen

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With the big-budget and multi-starrer movies like Aamir Khan starrer Talaash, Akshay Kumar starrer Rowdy Rathore and the untitled SRK project scheduled for release in 2012, the year looks promising for the medium and cinema advertisers. The ad revenue on the medium is all set to grow by over 15 per cent during the year 2012. According to the Pitch Madison Media Advertising Outlook 2012, the medium will be able to increase its share to 0.6 per cent in the ad pie, with a revenue of  Rs 161 crore, up from  Rs 140 crore in 2011.

The year already seems promising with ‘Ek Main Aur Ek Tu’ and ‘Agent Vinod’ releasing. “Last year advertisers were surprised to see so many films crossing the  Rs 100 crore mark. Advertisers were not sure if films like Singham, Zindagi Na Milegi Dobara or Dirty Picture will do well. But now these hits have set the tone for 2012,” says Arun Tyagi, Business Head, Big Cinemas.

Also, filmmakers who were reluctant of slotting their releases in the months of April, May and June due to IPL are no more following the trend. This is mainly because gradually IPL is losing its sheen and cinema is emerging as the clear winner.

Another positive sign for the industry is the expansion of multiplexes in Tier II and Tier III cities. Sumant Bhargava, Managing Director, Stargaze Entertainment (Glitz Cinemas) says, “With advertising now realizing the low CPT (Cost Per Thousand) to reach audiences in emerging Indian cities coupled with a higher growth for consumer goods companies and introduction of quality cinema exhibition infrastructure in these cities, they are now keen to allocate a higher share of the cinema advertising pie.”

The constant use of the medium as a way of engaging with consumers is further attracting advertisers. Devang Sampat, Chief Strategy Officer, Cinepolis India, seems optimistic. “Advertisers have started taking the medium seriously. They have started allocating funds specifically for cinema and that is encouraging.”

At the same time, multiplex owners are realising that they have an uphill task ahead in terms of innovation. They are realising that innovation will be the key to drive ad revenues in the coming year. With increasing innovations on one-on-one marketing with cinema goers, the advertiser today has an option to establish multiple layers of communication with them.

Above all, the driving force will be the blockbusters that are slated for release this year.

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Jyotsna Sharma

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