Movies

Interactive Television introduces CAM for brands in India

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/movie-images/2015/08/20/Ajay%20Mehta.jpg?itok=yBVCPMX5

Interactive Television (A WPP Group Company), one of the leading cinema advertising company which works with over 9,000 screens across India, has announced the launch of a third party monitoring tool - Cinema Audit Monitoring (CAM) which is being carried out in collaboration with Ipsos-media ct. This monitoring will be carried out in top eight cities covering 200 screens which contribute approximately 70 per cent of the cinema adex in a given week. The selected screens include key multiplex chains like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas.

The country’s film entertainment industry is the largest in the world in terms of the number of films produced (approx. 900) and its theatrical admissions (approx. three billion).

The film industry has evolved over time and technology has played a major role in the way cinema is presented to audiences in theaters. Movies which were previously released on just 200-300 screens are now screened in over 2,000 on day one. This has significantly improved the probability of every movie to make money and ensure profitability. The Rs 100 crore plus box office collections movie club has thus come into existence and is growing every year.

The year 2012 was an exciting year for the Indian film industry with footfalls returning to the big screen. The domestic theatrical segment grew at a CAGR of 23.8 per cent y-o-y contributing 76 per cent to the Rs 112.4 billion film Industry and it is expected to continue its growth trajectory and be worth Rs 193.3 billion by 2017.

According to Interactive Television founder and CEO Ajay Mehta, “Interactive’s proprietary tool CAM is a game changer for brands investing in cinema advertising in India. The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying.”



Ajay Mehta believes Interactives proprietary tool CAM will be a game changer for brands investing in cinema advertising in India

Cinema in India is big, but cinema advertising is not that great. Cinema advertising in India varies between Rs 200-250 crore; which is less than a per cent of the adex of overall media spends. Even UK has more than two per cent of their overall media industry, but India is not even one per cent claims Interactive Television’s report.



The report goes on to explain: the key reason is that there is no monitoring system is in place. Because of which the clients always question the measurability and ROI of the medium and therefore are not sure if their ads are playing or not and thus remain wary of including cinema in their media plan. Interactive Television tackles this issue through its proprietary tool CAM as it claims.

The findings of the first round of monitoring, which was conducted in August 2013, is already out. And the report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they were played. The report also highlights the product categories, top spenders and their presence across eight cities.

The other key information areas which this report includes are - total numbers of brands present in cinema during the audit period, occupancy details before and during interval, commercial duration, commercial position, number of times each ad was played, total number of ads being played and average number of ads played with big movies.

CAM reporting will be done on a monthly basis and monitoring is done with big releases in that particular month. The August 2013 report indicates that the F&B category is leading in cinema, followed by personal care.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/zee-studio.jpg?itok=1xtV1Jhc
Zee Studio to premiere the post-apocalyptic horror drama - MAGGIE!

Zee Studio, the hollywood movie destination, brings the Indian television premiere of Maggie. Starring multi-award winner Arnold Schwarzenegger and Academy Award-nominee, Abigail Breslin, this post-apocalyptic drama premieres on 10 December 2017, Sunday at 12 noon and 9 pm.

Movies Hollywood
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/01/sanjay.jpg?itok=sJJUMOP8
Demonetisation, decline in govt ads impact UFO Q2 numbers

BENGALURU: Indian digital cinema distribution network and in-cinema advertising platform UFO Moviez Ltd (UFO) reported a 12.8 percent year-on-year (y-o-y) decline in consolidated operating revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18) as compared with the corresponding year ago...

Movies Movies On Mutiple Platforms
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/25/Madhavan_0.jpg?itok=AcPIL5R4
The modern day economics of film financing

Only 2 per cent of the total movies released in 2016 in the US were computer graphic (CG) animation, yet they grossed more than 21 per cent of the US box office collection. Strong animation brands have longer shelf-life and generate revenue for years.

Movies International
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/Posto.jpg?itok=TKLdU5Bl
Bengali film Posto to premiere on Hoichoi before satellite TV

NEW DELHI: Digital Bengali entertainment content platform Hoichoi has acquired exclusive digital rights of this year’s most successful Bengali feature film Posto, ensuring it a world digital premiere today before a satellite TV premiere. This will provide Bengali moviemakers a robust additional...

Movies Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/pvr_0.jpg?itok=UZKfyV-h
PVR acquires minority stake in US luxury theatre chain

PVR Ltd (PVR) will acquire a minority stake in US-based luxury restaurant and theatre iPic-Gold Class Entertainment (iPic).

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/15/sunil-lulla_1.jpg?itok=sqgylncT
Eros reports higher profit margin despite fewer releases

BENGALURU: Sunil Lulla-led Eros International Media Limited (Eros) reported 21 per cent margin (on operating income) for consolidated profit after tax (PAT) for the quarter ended 30 September 2017 (Q2 FY 2017-18) as compared with 12.8 per cent margin for the corresponding quarter a last ago. The...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/31/inox1.jpg?itok=CpHFAdho
Inox reports increase in revenue, profits for second quarter

BENGALURU: Indian cinema chain Inox Leisure Limited (Inox) has reported improved revenue and net profit after tax (PAT) for the quarter ended 30 September 2017 (Q2-18, current quarter) as compared to the corresponding quarter of the previous year (Q2-17, year ago quarter). Inox revenue from...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/31/Grand-Challenge.jpg?itok=Eg01vsKl
1700 films received on ending violence against women film contest

NEW DELHI: Around 1700 entries from over 600 colleges have come in response to a campaign launchged earlier this year for two-minute films on generating debate and promote positive change in cultural and social norms around the value of women in India. The campaign ‘#BasAbBahutHogaya – Enough is...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/28/TP_Aggarwal.jpg?itok=WSDOM3Rj
Reduce GST on film industry, IMPPA pleads to FM Jaitley

NEW DELHI: The Indian Motion Pictures Producers Association (IMPPA) has urged the government to fix 5 per cent as the maximum GST rate that should be charged on all goods and services connected with the entertainment industry including entertainment tax.

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories