MUMBAI: Television seems to be quite an inspiration for Fame Adlabs.

Targeted at the youth segment, the multiplex in Andheri pioneered a promotion activity 'The Good Morning' shows. "With 'The Good Morning Show' we have created an additional slot, broadened our prime time so to speak, and it has worked quite well," Fame Adlabs, head of marketing Deepak Netram says.

With the 'The Good Morning' show- where patrons were offered one ticket free with every ticket bought- the exhibition company has offered the teens an alternate hangout. Probably taking a cue from the success of the morning slot, the theatre has tried to create a midnight slot as well.

But apart from creating additional slots, the theatre chain has initiated a rigourous brand building exercise to create a fantastic brand recall.

So in addition to the 'Good Morning' shows, Fame has also invested in initiatives like paid movie previews, contests and movie premiers. "It has not only helped to boost sales, but also connect with the consumers bringing to them a larger value offering," Netram adds.

In the recent times, the multiplex has hosted multitudes of star studded premiers for several movies like Hum Tum, Spiderman Harry Porter, Troy , I-Robot and Shrek 2. It has also hosted movie specific contests like the Lakshya Tumhara Hain Contest and the Fame Adlabs Main Ho Na and recent Mujhse Shaadi Karogi contest. The exhibition company not only gave away the original costumes from the movies, latest one saw the company giving out an entire wedding trousseau and a honey moon package to the winner.

"With Spiderman 2, we also gave out loads of merchandise like music cds, audio tapes, posters, toys, masks and tattoos through contests," adds Nethram.

However despite constant prodding Netram was loathe to talk about the promotional budget. 'Promotional budgets are requirement based and can vary from one promotion to another,' was his evasive answer.

"We are looking at creating excitement amongst our patrons and connecting with them. That's why we say "Buzz Chahiye? Aa jayeye," he states.

Since the business is rather limited to a 2 km radius, the multiplex chain usually focusses on print, radio, and outdoor aka the local media to promote itself.

But exhibition business is all about indirect marketing. "Ultimately we are in the business of movies. So there is a new product almost every week for us to sell. The more interest and excitement created around the product, the greater will be the response," he explains.

Speaking about local cable advertising Nethram offers, "A local thrust is most appropriate, which is where local cable is beneficial but the cost, be it for production and airing of the spots, which when compared to other local media are higher. Besides, the local options at times also are not very organized and it takes effort to monitor them."

Fame's strategy team along with creative agency Contract Advertising works together on concepts.

But are the avenues as advertisers opening for Fame Adlabs. "The outlook to advertising at multiplexes has seen significant change especially with clients, who have experienced and identified the strengths of the medium. Fame Adlabs today boasts of having a wide range of clients from various categories"

"What really seems to working for us is flexibility, ideation and concept creation for clients keeping the brand proposition in mind. In addition, to this is also the quality and the cinema viewing experience that Fame Adlabs has to offer," he elucidates.