Pushpa 2 eyes Rs 100 cr from in-cinema ads: A blockbuster for advtg?

Pushpa 2: The Rule’ has fired up unprecedented interest from advertisers across the spectrum. Expected to earn over Rs 1000 crore at the box office, the movie will feature 25 brands as in-film integrations. From FMCG giants and tyre companies to jewellery and cement brands, a wide range of advertiser categories have lined up to taste the fiery success of ‘Pushpa 2’.

The cultural phenomenon has also managed to kick up a storm for in-cinema advertising. According to industry experts, the movie will bag Rs 100 crore in-cinema ad revenue.

“The total ad revenue has been unprecedented, breaking all records. Advertisers are expected to spend Rs 100 crore on in-cinema advertising across 9,500 screens in India across all networks,” said Sachiin Gupta, National Sales Head - Programmatic, UFO Moviez. The in-cinema advertising platform is managing the ad inventory for Pushpa 2: The Rule in approximately 40% of the 9,500 theatres where the film is set to release.

Film enthusiasts across India can expect to see ads by brands across categories as part of their Pushpa 2: The Rule in-cinema experience. Brands that had booked their in-cinema advertising spots 3 weeks before the release 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. According to industry experts, the movie is still garnering interest from advertisers looking to book last-minute ad slots.

The demand for Pushpa 2 is so huge that fans are willing to pay anywhere from Rs 500 to Rs 3,000 for premium theatre experiences. It’s further raising advertiser interest for ads to be played before the movie starts and during the ad break. “Post KGF 2, this is the biggest pan-India film. The craze for in-cinema advertising is also high,” said Amit Sharma, MD of Miraj Entertainment Ltd. “We have been able to sell approximately 18 minutes of ad inventory per show across the country and we are still getting a lot of inquiries. We expect advertising revenue for Pushpa 2 to skyrocket during the first two weeks,” he added.

Miraj Cinemas operate 235 screens across 70 locations in 48 cities in India. A fan watching the movie in one of these locations will, on average, see about 18 minutes of ads as part of their theatre experience. The demand for ‘Pushpa 2: The Rule’ among fans, and consequently advertisers, is high across the country, including metro cities and tier 2&3 towns. Thousands of eager fans coming together to catch a glimpse of the lead stars Allu Arjun and Rashmika Mandanna during the movie’s trailer launch in Bihar is a testament to the film’s
popularity in the Hindi belt — significantly adding to the number of brands interested in spending on in-cinema advertising.