MUMBAI: Interactive Television has acquired the on-screen media rights for 11 Fun Cinemas multiplexes.

All advertising deals in any of the 11 Fun Cinemas screens will be routed though Interactive Television. The screens include Fun Cinemas screens in the NCR region, Panipat, Gulbarga, Lucknow and Chandigarh.

Says Interactive Television CEO Ajay Mehta, “We are extremely thrilled to have a reputed brand like Fun Cinemas on board amongst our already existing stream of established multiplex chains. With this partnership we hope to cater to our clients needs better and make their brand reach more effectively to up market audiences across the country.”

Says Fun Cinemas VP marketing Anand Vishal, ”With Interactive coming in as our onscreen partner, our multiplex chain stands to have 50 per cent market reach of top corporates in India. Interactive has been the strongest player in the category and we definitely want to make the most of it.”

For Interactive Television, a partnership with Fun Cinemas is the next step forward as the growth in the demand for in-cinema advertising is tremendous. Multiplexes have now started screening movies which appeal to platform as well as niche audiences which gives advertisers the option of selective screening. The growth of multiplexes is another factor which has contributed to the increase in the in-cinema advertising trend.