Business Standard

Advertising in movie halls: From still cards to experiential marketing

While in-cinema advertising is yet to reach pre-pandemic levels, multiplex operators are making the next big leap to lure brands. Will it revive the market?

movie theatre

With the arrival of cable and satellite TV in the 1990s, national advertisers switched to brand-building on TV screens. Brands such as Asian Paints, Fevicol, Cadbury and Vodafone used the reach of mass TV to propagate their message.

Viveat Susan Pinto Mumbai
At a recent event to showcase its new in-cinema advertising platform, multiplex chain PVR drew attention to a commercial for car-maker Maruti Suzuki. This wasn't a conventional ad projected on a giant screen in front of viewers. Instead, it used the walls of the cinema hall to show the car driving into the main screen.

The 270-degree on-screen experience, as PVR describes it, has the possibility of taking marketing to a new level within cinemas, a captive space that can induce high brand recall. PVR isn’t the only one to drive engagement with new tech, though.

At Inox theatres, for

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First Published: Aug 19 2022 | 4:31 PM IST

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