PVR Cinemas has announced its latest innovation in the in-cinema advertising space since its come-back after the pandemic.
It has introduced 270-degree on-screen experiential in-cinema advertising to drive higher excitement for brands.
Maruti Suzuki has become the first advertiser to use this platform to launch its new 2022 Maruti Suzuki Brezza in cinemas. The experiential view of the product is being showcased in select PVR locations at Delhi, Gurugram, Mumbai and Bangalore for a week.
This differentiated offering from PVR in collaboration with Xperia Group, an OOH media company, uses 3D Projection Mapping on the side walls, powered by hybrid technological integration. Projection mapping can actually convert ordinary commercials into highly attention-grabbing commercials and gives the content a new life.
Gautam Dutta, CEO, PVR, said, “We are thrilled to partner with one of the finest carmakers in the country and have the chance to showcase their newly launched product in an immersive manner to visiting patrons inside the theatres. Innovation is at the core of PVR, and we are optimistic of offering our customers and advertisers something which is beyond their expectations, and we are happy to expand the in-cinema advertising space. We are confident that this innovative method of advertising, which is ideal for product debuts, will help brands make a lasting impression to theatregoers and emotions. PVR is really looking forward to collaborating with more brands and advertisers to revolutionise the in-cinema advertising.”
Cinema advertising has proven to be an effective medium of advertisement, as it attracts undivided attention from the audience. However, with the impact of lockdown, the share of in-cinema advertising has declined against traditional forms of media.
Introducing experiential advertising in cinemas, PVR reinforces the fact that that it is an effective medium for active advertising and brand engagement.
With experiential advertising, PVR is set to offer a unique exposure to in-cinema advertisers and push the boundaries of on-screen cinema advertising for an immersive experience of the brand.