PVR PVR collaborates with Xperia Group to introduce experimental in-cinema advertising
Indian film exhibitor PVR Cinemas has collaborated with Out-of-home (OOH) media company Xperia Group to introduce experiential in-cinema advertising for the first time in the cinema advertising domain.
The innovation in collaboration aims to create immersive experiences for the consumer for advertising content across different touch points in the cinema.
With experiential advertising, PVR aims to offer a one-of- its-kind exposure to in-cinema advertisers and push the boundaries of on-screen cinema advertising to create a larger than life and immersive experience of the brand in the mind of the consumer.
Gautam Dutta, CEO, PVR Ltd commented on the launch, "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 the 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."
This special feature of experiential in-cinema advertising intends to increase the ‘WoW factor’ of the commercial which can make viewers stop, look, observe and relate with.
Taking the on-screen cinematic advertising to the next level, 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.
Saibal Gupta, CEO, Xperia Group, "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 stop, look, observe and relate with."
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