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In-cinema advertising remains a powerful but volatile player for the Indian AdEx. Its ability to deliver high-impact messaging is evident, but its dependency on major film releases poses a challenge. According to the dentsu-e4m Digital Advertising Report 2025, in-cinema ads contributed Rs 306 crore, about 0.3%, to the total AdEx in 2024.
Reportedly, Pushpa 2: The Rule drove a third of this contribution, with Rs 100 Crore, underscoring the influence of large-scale commercial releases on in-cinema advertising revenue. With theatres witnessing increased footfall, brands saw an opportunity to leverage the immersive impact of big-screen advertising.
However, it was the only movie in the year to drive significant revenue for in-cinema advertising. Due to inconsistent movie releases, the medium faced significant challenges in maintaining consistent advertising value for brands in 2024.
The e4m-dentsu report further predicts a decline in in-cinema advertising revenue in 2025, due to market-dependent factors such as inconsistent movie releases, increased competition from streaming platforms, and changing consumer behaviour.
In-cinema ad spends are highly dependent on the availability of big-ticket releases. Periods with fewer blockbuster films often lead to fluctuations in advertiser interest and ad spends.
According to Ormax Media, box office trends from the past 3 years indicate that big-ticket films will continue to earn big while smaller films across languages face increasing challenges in attracting theatrical audiences. It will further the gap between two big releases, negatively impacting advertiser confidence in the medium.
“A distinct divide has emerged in audience behaviour: they are selective about which films merit a trip to the theatre, and which ones can be watched on streaming 4-8 weeks later,” a recent Ormax Media report states. Footfalls in cinemas declined by 6% in 2024 over 2023.
Boosting box office growth across months instead of just peak periods is critical for an increase in in-cinema advertising revenues. Industry observers believe consistency in blockbuster releases could help attract advertisers who seek stability in the mediums they invest in.
The strategic usage of the release calendar can drive footfall and boost box office growth in India, according to Ormax Media. “A focused approach, with fewer but high-quality releases, presents a compelling path for sustainable box office expansion,” the report states.
To read the complete report, click here.
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