Under this model, the brand pays for the number of attendees per show instead of paying a flat charge for that show.

Maharashtra contributes to around 35 per cent of the theatrical revenue that the Hindi films generate.

Winning the trust of loyal film-goers will now be the biggest task awaiting multiplex chains and single-screen owners.

Alok Tandon, CEO, Inox Leisure, feels advertisers and media planners can use the huge lobby and multiple LED screens to their benefit…