PVR Cinemas has unveiled its most recent innovation in the in-cinema advertising arena since making a comeback following the pandemic. To increase brand interest, it has implemented 270-degree on-screen experiential in-cinema advertising for the first time in India. Maruti Suzuki is the first marketer to use this platform to introduce the brand-new Maruti Suzuki Brezza in theatres for the year 2022. For one week, a few PVR sites in Delhi, Gurugram, Mumbai, and Bangalore will feature the product’s experience view.
This unique PVR product was created in partnership with the OOH media company XPERIA GROUP and makes use of 3D Projection Mapping on the side walls. Ordinary ads may become incredibly attention-grabbing ones thanks to projection mapping, which also provides the material a fresh lease on life.
PVR has been clearly exceptional in overcoming the silence on advertising and movie promotions after the outbreak. In the process, solid relationships with films and companies were created. PVR partnered with well-known personal care company Dettol once it reopened as a hygiene partner for its customer service programme (PVR Cares). PVR and SS Rajamouli collaborated for the first time in the history of cinema, redesigning PVR’s brand identity and logo as “PVRRR” and releasing PVRRR NFT iconic digital collectibles of the film. The Kotak PVR Movie Debit Card, India’s first co-branded movie debit card, was introduced as a result of a shift in customer expectations from value purchasing to experience seeking.
PVR adopted this unique strategy to generate a youthful and exciting appeal for Brezza subscribers because it has a strong affinity for young audiences, including a substantial portion of its loyal customers. Since buying a utility vehicle is typically a family decision and families like bonding over shared movie experiences, experiential advertising is effective for brand launches.
Due to the audience’s undivided attention, cinema advertising has proven to be a successful method of advertising. However, as a result of lockdown, in-theater advertising is now less popular than traditional sources of media. PVR confirms that it is an incredibly powerful channel for active advertising and brand involvement by introducing the industry’s first experiential advertising in theatres. With experiential advertising, PVR is poised to provide in-theater advertisers with a one-of-a-kind exposure and push the limits of on-screen cinema advertising for a brand-immersive experience.
Given that moviegoers spend an average of 15 minutes in and around the theatre, on- and off-screen advertising at the movies provides advertisers with a special chance that no other kind of media can match. From the box office to the exit, cinema design and navigation make sure that audiences have a wonderful experience at every touch point.
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