DT Cinemas appoints Starcom as its AOR

NEW DELHI: Gurgaon-based DT Cinemas, a venture of DLF City Centre, has chosen Starcom India its AOR.

The account was previously handled by Universal McCann. Anita Nayyar, executive director (North), Starcom India confirmed the development.



According to industry sources, DT Cinemas has also shifted its creative account from McCann Erickson to local creative outfit Bounce Design.

“Branding has become extremely important (in multiplexes category). Multiplexes as a concept is on upsurge now. As far as competition is concerned, PVR has capitalised on its first-mover advantage and to be fair to them, they have worked on their branding over the last three or four years. So any multiplex trying to carve a niche has to differentiate itself whether its through movies or any other attractions," says Nayyar.

Nayyar agrees that DT Cinemas’ initiatives such as `Hollywood Before Time' and `Bollywood Before Time', promotions in which big flicks are shown to select audiences a few days before the release of the movie in the country, hold the key.

“The idea is bring the brand to the forefront. Apart from releasing mega movies, the brand needs to stand out. And in that perspective, such initiatives are relatively important,” said Nayyar.

On plans of utilising space inside the multiplex for branding or marketing activities, Nayyar said, “We don’t have a such mandate. But any client we are associated with, we work as business partners. We are open to any such idea.”

The multiplex, which is being positioned as `getting more out of movies', has imported state-of-the-art projection systems from the US-based company Christie. DT Cinemas intends to acquire five more existing cinema halls in the near future.

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