BACKGROUND OF INDIAN CINEMA ADVERTISING
Indian Cinema, in the last 20 years, has evolved & revolutionized the way we perceived movies. A lot has changed since then thanks to the changing taste of viewers, young & unlimited pool of talent. But the most important aspect to this change was Technology.
Traditionally, films in India were released with around 60-400 celluloid prints. These prints were mainly released in metro and major cities. Even tier 2 and tier 3 cities, leave aside rural centers, used to get these prints after few weeks of release, depending upon the Box-office success of a film. By the time, a theatre in tier 2 or tier 3 cities gets celluloid print; the viewers are not interested in going to cinema halls as they have already seen the film either on a CD/DVD or through local cable. This had affected the health of such theatres very adversely. Most of them were suffering huge losses and were on the brink of closure.
The major stumbling block in releasing a film with higher number of celluloid prints was the cost of making a print which on an average is around Rs 60,000 per print. If a film flops, this entire additional cost is a direct loss as there are no takers for a flop film.
India too has been a part of Digital Cinema revolution for some time now.
What is Digital Cinema
Why Cinema as Advertising Medium??
Captive Audience - Cinema ads give your brand the opportunity to make an impact on a captive audience. And, with your ads showing many times a week your brand can build familiarity with regular cinema goers.
Involving Experience - Going to the cinema is a planned activity and nearly half the audience decides which film to see at least a week beforehand. Cinemagoers dedicate their own time and money to this experience, making it one of the most personal choices with regard to media consumption.
Emotional Impact - No other medium can rival the Impact of Cinema. Sitting in a Darkened auditorium, the audience's full attention remains on the big screen throughout. Cinema goers prepare themselves for an emotional experience.
Exclusivity - Unlike other media, no one can swap channels or escape for a break during Cinema.
Party Composition - Cinema going is a shared experience, with the average group size being 2 or more people. This generates a collective audience reaction, as cinemagoers respond in equal measure to the commercials features
Targeted & Localized Approach - You can efficiently target your consumers by film package, region or audience making your cost per thousand as efficient as possible.
Early Adoptors - Cinemagoers are trendsetters and opinion-formers, preferring to see films on the big screen rather than waiting months to watch them on video or television
Rebirth of Indian Cinema - In past half decade, Indian cinema has experienced huge traffic again. Thanks to block-buster & new culture Multiplexes, which added new meaning to Indian cinema. Digitization's of cinemas are also adding numbers of cinema goers with better viewing experience & quality ambience.
We provide captivating communication solutions that cut across brand verticals through above-the-line and below-the-line communication mediums in over 10,000 + Cinema Screens. Orienta Cine has tie ups for Ad film screening at all top-of-the-line multiplex chains that include PVR, UFO, Inox, Big Cinemas, DT Cinemas, Glitz, Citi Pride, E Square etc to name a few.
Slides are still on-screen advertisements which are presented with or without audio effects. This medium is a cost-efficient way to smartly advertise your brand. The slides (aired for 8 to 10 seconds) or the non-voice over audio slide (aired for18 to 20 seconds) has an aspect of flexibility where they can be used before the movie or during the interval, thus racing for maximum impact.
Filmlet is another on-screen cost-effective medium which is basically a mini film that is a combination of animation, special effects and voice over. In this medium that showcases your brand and its offerings through an engaging and intuitive film, the concept and its execution is the winner.
There is no better way to bring your brand into the spotlight than to create an on-screen Ad film which brings alive your brand on the big screen giving the maximum impact. To highlight your brand through effective Ad film display, there are various slots of 10 to 60 seconds allotted across all regular shows. Since the medium of cinema itself is captive medium, there is no chance of audience distraction thus giving your brand maximum mileage that it deserves.