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Last Updated : May 15, 2019 08:12 PM IST | Source: Moneycontrol.com

Indian cinema advertising industry expected to touch market size of Rs 1,400 cr by 2021: Siddharth Bhardwaj, UFO Moviez

"Cinema has always been the best environment to be connected with the right target audience as 80 percent of the cinema audience today are in between the age group of 15-35 years," said Bhardwaj.

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Indian cinema advertising industry is one of the fastest growing mediums in the country today with a market size of approximately Rs 1,000 crore. It is currently growing at a rate of around 20 percent annually which is the highest in the sector.

"The industry is expected to touch a market size of over Rs 1,400 crore by 2021," said Siddharth Bhardwaj, chief marketing officer and head of enterprise sales, UFO Moviez India Limited.

Factors such as technological advancement and the satellite transmission in the cinema industry have aided the sector.

This has played a critical role in the cinema industry to deliver high quality services and products, compared to other platforms such as television, radio and other digital platforms.

"Cinema has always been the best environment to be connected with the right target audience as 80 percent of the cinema audience today are in between the age group of 15-35 years. The recent statistics show that 70 percent of audience are smart phone users who are today the change makers and they are the target audience for movies and they are the future growth drivers of brands in India. The next leg for the industry's growth will come from India’s urban heartlands," said Bhardwaj.

As the industry started producing more number of box office hits every week, advertisers and brands have a reason to come back to big screen more often.

Also, festivals too add a reason to celebrate their product’s campaigns through big screens which is enabling the sector with better return on investment and a reason to create a positive change in the overall industry.

The digital evolution has managed to bring in advertisers and other opinion makers back to the large screen advertisements.

Gradually, the impact of the same has started reflecting across cinema categories too. Once, advertisers chose to provide advertisements only during those movies starring Salman Khan or Shahrukh Khan; the trend has drastically changed due to network it has built today as it is helping them to reach out to a larger audience cutting across the language barrier.

Brands keep coming every week, which is great for cinema as cinema is able to monetize inventory throughout the year. This is not only limited to big budget films. Movies with great stories always had the power to connect with the right audience.

"Cinema has always been the passion of Indians and it has played an admirable role towards social impact. We always produced movies to match people’s imagination and interest. Movies such as Toilet, Padman, Shubh Mangal Savdhaan, Badhaai Ho had the power to drive social change not only in metros but also in the heartland, as audience for the same now a days come from smaller towns," said Bhardwaj.

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First Published on May 15, 2019 08:12 pm
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