Mumbai: PVR Cinemas has introduced 270-degree on-screen experiential in-cinema advertising for the first time in India to drive higher excitement for brands. Maruti Suzuki has become the first advertiser to use this platform to launch its all-new 2022 Maruti Suzuki Brezza in cinemas. The experiential view of the product is being showcased in select PVR locations at Delhi, Gurugram, Mumbai and Bangalore for a week.
This differentiated offering from PVR in collaboration with XPERIA GROUP, an OOH media company uses 3D Projection Mapping on the side walls, powered by hybrid technological integration. Projection mapping can actually convert ordinary commercials into highly attention-grabbing commercials and gives the content a new life.
Commenting on the announcement, Gautam Dutta, CEO, PVR Limited said, “We are thrilled to partner with one of the finest carmakers in the country and have the chance to showcase their newly launched product in an immersive manner to visiting patrons inside the theatres. Innovation is at the core of PVR, and we are optimistic of offering our customers and advertisers something which is beyond their expectations, and we are happy to expand the in-cinema advertising space. We are confident that this innovative method of advertising, which is ideal for product debuts, will help brands make a lasting impression to theatregoers’ emotions. PVR is really looking forward to collaborating with more brands and advertisers to revolutionize the in-cinema advertising.”
Cinema advertising has proven to be an effective medium of advertisement, as it attracts undivided attention from the audience. By introducing the industry first experiential advertising in cinemas, PVR reinforces the fact that that it is an uber-effective medium for active advertising and brand engagement. With experiential advertising, PVR is set to offer a one-of- its kind exposure to in-cinema advertisers and push the boundaries of on-screen cinema advertising for an immersive experience of the brand.
On and off screen media at cinema offers advertisers a unique opportunity that no other media can match, with cinemagoers spending an average of 15 minutes in and around the theater. Cinema design and navigation ensures that audiences enjoy a great experience at every touch point across their cinema journey starting from the box office till the exit.