New Delhi. PVR-INOX, the largest and most premium film exhibitor in India (with 1,750 screens, 357 properties across 111 cities in India and Sri Lanka, with an aggregate seating capacity of over 357,000 ), continues its aggressive stance in the cinema advertising space by securing a significant advertising deal for FY25 with its long-time business partner, Khushi Advertising Ideas Pvt. Ltd (KAIPL), the largest cinema advertising concessionaire in India today. KAIPL and PVR INOX share a decade-long business association within the cinema exhibition industry.
With over 20 years of market experience, Khushi Advertising Ideas Pvt Ltd is renowned for crafting innovative and effective campaigns using a diverse range of mediums to create lasting impact among consumers. Spanning 35 cities, backed by a dedicated team of over 250 professionals and more than 70 operations specialists, Khushi Advertising excels at reaching the right audience at the right moment in a dynamic and competitive advertising landscape. In the cinema advertising space, Khushi manages an extensive network of over 9,000+ screens across various multiplex and single chains, including PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO and QCN.
This new partnership with Khushi Advertising marks a significant step forward for PVR-INOX. The five-year contract is aimed at managing cinema advertising sales in the South India market, with Khushi Advertising appointed as the exclusive ad-sales affiliate for this region. This alliance is set to strengthen PVR-INOX’s leadership and market share in South Indian cinema advertising, a region that holds great importance for the cinema exhibition industry. The partnership reflects the strong confidence in the future potential of cinema advertising, which saw an impressive growth rate of 36% last year—one of the highest in the Indian media space. This growth rate is expected to sustain, with the market Ad-Ex projected to grow by 12% this year.
According to Mr. Gautam Dutta, CEO - Revenue and Operations of PVR INOX, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11% of our total revenue, but post-COVID, that contribution dipped to around 7-8% as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership.”
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