PVR Cinemas, India’s largest film exhibitor, has introduced experiential in-cinema advertising for what it says is the first time in the cinema advertising domain. The innovation in collaboration with Xperia Group, an out-of-home media company hopes to create immersive experiences for the consumer for advertising content across different touch points in the cinema.
This differentiated offering from PVR is expected to transform the journey of audience engagement and expand the scope for advertisers to amplify the impact of the advertising message delivered.
The 3D projection mapping, powered by hybrid technological integration will lead to what PVR says is a visual striking almost magical effect helping brands grab audience attention by connecting them with emotions and feelings by narrating their story.
PVR will install the new technology across its network of 173 properties in 74 cities in India. 3D projection mapping on the side walls along with mist projections, fog screen projection and interactive drumming transport the audience to a different world leading to an increased brand recall. The technologies are adapted to add extra dimensions, optical illusions, and notions of movement onto existing elements in the advertisement which adds to the grandeur of the content.
Gautam Dutta, CEO, PVR said, “When advertisers choose non-traditional media like cinema, they look for an innovative thought or approach whereby their brand message gets amplified to create a memorable impact. Experiential cinema advertising goes the extra mile through undivided attention from audience by engaging all senses. This increases avenues and scope for advertising business that will lay an impact on both the topline and bottom-line.’’
He added, “PVR continuously redefines itself by offering its customers or advertisers something which is beyond his expectation, and we are happy to expand the in-cinema advertising space by providing a wider gamut of advertising solutions for the advertisers to choose from. We are certain this new way of advertising perfectly suited for product launches will help brands create a memorable impact by connecting to the emotions of audiences at the theatres.”
Saibal Gupta, CEO, Xperia Group said, “We are extremely proud to be associated with the largest cinema advertising player in the industry and taking a step further to provide a holistic experience to advertisers by introducing experiential advertising for the first time inside cinema theatres. Projection mapping can actually convert ordinary commercials into highly attention-grabbing commercials and gives the content a new life. It can make viewers to stop, look, observe, and relate with.”