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Cinema is a viable advt medium: Survey

Radio, internet and cinema (RIC) are emerging as viable contenders for the consumer’s divided attention, reveals a new survey by Adlabs Cinemas and research firm IMRB. Adlabs, a Reliance-ADAG company, operates India’s largest cinema chain and recently acquired 251 screens in the US and 51 screens in Malaysia. The survey — which used radio identification (RFID) tags to track the habits of cinema-goers (probably for the first time in the world) across five multiplexes in India for a whole month — was conducted in a bid to measure and convince major advertisers that ...