Television, an entertainment and movie marketing company, has acquired the on-screen media rights for 11 Fun Cinema multiplexes in the national capital region, Panipat, Gulbarga, Lucknow and Chandigarh.
As per the deal, all advertising contracts which will enable in-cinema advertising in the multiplexes will be routed through Interactive Television. The deal with Fun Cinemas will act as a step forward for Interactive Television in the direction of in-cinema advertising, a trend that is growing fast. The fact that multiplexes now screen movies appealing to both mass and niche audiences opens up the option of selective screening to advertisers. And the rise in the number of multiplexes is an obvious factor which has led to the northbound trend of in-cinema advertising.
Interactive is aiming at selling an average of five-six minutes of advertising throughout the year. Mehta says, "With blockbusters like Om Shanti Om, one can look at selling a time inventory of 18-19 minutes, which includes before the movie commences and during the interval."
Interactive is considering a suitable package of on- and off-screen advertising for Fun Cinemas. It has clients such as Samsung, HP, Asian Pants, Airtel, UB Group, ITC Foods and Microsoft on board. The promotions go up at Diwali and in summer and winter; in the summer, air conditioners and aerated drinks are advertised heavily, and in the winter, consumer durables and financial services fight for screen space. This medium also lends itself well to local advertisers such as schools, jewellery shops and local retail outlets.
Anand Vishal, vice-president, marketing, Fun Cinemas, says, "With Interactive coming in as our on-screen partner, our multiplex chain stands to have 50 per cent market reach of top corporates in India. Interactive has been the strongest player in the category and we definitely want to make the most of it."
Interactive's services range from on-screen advertising, mall and multiplex activation, in-film brand placement and movie tieups. Interactive has an exclusive alliance with Broadmind, which is a Group M company specialising in entertainment marketing.
Fun Cinema operates 53 cinema screens in 11 cities and 15 locations, including Ahmedabad, Mumbai, Chandigarh, Delhi, Ghaziabad, Lucknow, Agra, Jaipur, Bangalore, Panipat, Gulbarga, Guwahati and Hyderabad. The company has already signed up for another 150 screens in 24 cities, which will be operational by 2009. By 2011, the company will operate more than 300 screens in 50 cities.