NDTV Media has tied up with UFO Moviez India to sell airtime on cinema screens where the latter distributes movies digitally.
The tie-up allows NDTV Media to conduct on-ground activations at the cinema halls, including seat branding, ticket branding, and putting up standees and stalls.
UFO Moviez is a digital cinema venture which distributes movies through hard disks or satellite beaming. These modes of distribution not only enable high quality picture and sound, but also curb piracy because the movies are digitally encrypted. UFO Moviez has released more than 800 movies in multiple Indian languages since September 2006, when it first started providing end-to-end digital cinema solutions in India.
Rajesh Mishra, chief executive officer, India operations, UFO Moviez, says, "NDTV Media's handling of the ad sales activity will allow us to focus on our core business of digital cinema operations."
Niraj Dutta, chief operating officer, NDTV Media, adds, "Not only can advertisers reach cinema halls in multiple languages, but, for the first time, this format enables theatre-wise and spot-wise monitoring of the client's activity."
NDTV Media claims to have more than 1,500 clients across advertising categories in India, which it hopes to leverage for UFO Moviez.