PVR Cinemas has announced its latest innovation in the in-cinema advertising space since its come-back after the pandemic by introducing 270-degree on-screen experiential cinema advertising to drive higher excitement for brands. Leading car manufacturer Maruti Suzuki is the first advertiser to use this platform to launch its new 2022 Maruti Suzuki Brezza.
The experiential view of the product is being showcased in select PVR locations at Delhi, Gurugram, Mumbai and Bangalore for a week.This launch is a collaboration between PVR and the Xperia Group, an out-of-home media company that uses 3D projection mapping on the theatre’s side walls. The companies believe that projection mapping can transform ordinary commercials into 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 revolutionize 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.