MUMBAI: Big Cinemas, India's largest multiplex chain operator, has launched a classified service to tap local and regional advertisers.

Branded as 'Big Cinemas Classifieds', the service will provide advertisers the option to release their classified advertisements on the multiplex property screens through slides in the Mumbai and Navi Mumbai region for one week.

For this, Big Cinemas has tied up with 40 local press depots in relevant catchment areas to provide connect options to the local retail advertisers.

According to the multiplex chain, the service is part of Big Cinemas' strategic initiative to develop and promote cinema advertising as an effective advertising medium because of the reach, transparency and measurement of the medium.

Says Big Cinemas business head - cinema sales Arun Tyagi, "Cinema advertising is an extremely effective low-cost and high-impact advertising medium offering local, regional and national capabilities to an engaged and seated audience. With the launch of the classified service, we are giving local retail advertisers a promotion option beyond the print media."

Apart from the on-screen presentation options, Big Cinemas also offers innovative
off-screen consumer-connect options like pillar branding, audi and exit door branding, floor stickers, ticket jackets, seat branding, washroom mirror branding and staircase and waterbody branding among others.

The multiplex chain currently operates 457 screens that include properties in the US, Netherlands and Malaysia.