PVR Cinemas, Xperia, Bring Immersive Experiences to Cinema Advertising
PVR Cinemas, India’s largest film exhibitor, has introduced experiential in-cinema advertising for what it says is the first time in the cinema advertising domain. The innovation in collaboration with Xperia Group, an out-of-home media company hopes to create immersive experiences for the consumer for advertising content across different touch points in the cinema.