Mumbai: Cinépolis India is expanding its presence in the cinema advertising space with a nationwide rollout of digital screens across its lobby areas. The exhibitor has partnered with digital out-of-home (DOOH) media company It’s Spotlight to operate and commercialise this inventory across its cinema network.
The deployment spans over 350 LED screens, video walls, and digital displays across 101 Cinépolis cinemas in 63 cities, covering 23 states and Union Territories. The move marks a strategic diversification for Cinépolis India, leveraging high-footfall cinema environments to offer advertisers premium, high-attention touchpoints beyond traditional outdoor and transit media.
Speaking about the partnership, Devang Sampat, Managing Director, Cinépolis India, said, “Cinema environments offer advertisers access to audiences in a focused, lean-forward setting which is distinct from outdoor and transit media. As DOOH grows and advertisers look for environments beyond cluttered digital and social platforms, cinema offers a differentiated proposition to reach young and urban audiences. With this partnership we are looking at unlocking this opportunity while staying focused on our core business of exhibition.”
The expansion aligns with broader industry trends. According to the EY-FICCI M&E Report 2024, India’s out-of-home advertising segment reached ₹5,920 crore in 2024, with digital OOH expected to grow from 12% to 17% of total OOH revenues by 2027, underlining increasing advertiser interest in data-led, high-impact physical media.
Virkaran Singh, Founder & Director, It’s Spotlight, said, “Cinema screens sit at the intersection of attention, intent, and experience, creating strong opportunities for brands to connect with a premium, highly engaged audience. This partnership allows advertisers to access a powerful yet largely untapped market, supported by programmatic capabilities, real-time analytics, and performance-linked execution across Cinépolis properties. With a presence across 23 states, brands can achieve national scale through a single buy with measurable results.”
Through this partnership, advertisers will gain access to programmatic buying options, campaign optimisation tools, and detailed performance metrics, including impressions, audience profiles, and footfall data. The initiative positions Cinépolis India as a growing player in the DOOH ecosystem, offering brands a scalable, measurable, and context-rich advertising platform within cinema environments.
