Latest innovation in cinema advertising


By IANSlife

New Delhi, August 5 (IANSlife): PVR Cinemas has unveiled its most recent breakthrough in theatrical advertising since its post-pandemic recovery. To increase brand interest, it introduced a 270-degree experiential on-screen advertisement for the first time in India.

Maruti Suzuki is the first distributor to use this platform to showcase the all-new Maruti Suzuki Brezza in theaters for the 2022 model year. For a week, select PVR locations in Delhi, Gurugram, Mumbai and Bangalore will showcase the experience view of the product.

This unique PVR product, created in partnership with OOH media company XPERIA GROUP, uses 3D projection mapping on the sidewalls and is supported by hybrid technology integration. Ordinary advertisements can become incredibly eye-catching thanks to projection mapping, which also gives the material new life.

Commenting on the announcement, Gautam Dutta, CEO of PVR Limited said, “We are thrilled to partner with one of the country’s top automakers and have the chance to showcase their new product in an immersive way to customers in visit inside the theaters. Innovation is at the heart of PVR, and we are optimistic to offer our customers and advertisers something that exceeds their expectations, and we are happy to expand the advertising space in cinemas.

We are convinced that this innovative advertising method, ideal for product launches, will help brands to make a lasting impression on viewers’ emotions. PVR is really looking forward to collaborating with more brands and advertisers to revolutionize cinema advertising.”

The PVR has clearly been exceptional in overcoming the silence on advertising and movie promotions after the outbreak. In the process, strong relationships with films and companies were created. PVR partnered with well-known personal care company Dettol once it reopened as a hygiene partner for its customer service program (PVR Cares).

PVR and SS Rajamouli have collaborated for the first time in film history, redesigning their brand identity and logo as “PVRRR” and releasing PVRRR NFTiconic digital memorabilia from the film. The Kotak PVR Movie Debit Card, India’s first co-branded movie debit card, was introduced following a shift in customer expectations from buying value to seeking experience.

PVR has adopted this unique strategy to generate a youthful and exciting appeal to Brezza subscribers as it has a strong affinity for young audiences, including a substantial portion of its loyal customers. Since buying a commercial vehicle is typically a family decision and families like to bond over shared cinematic experiences, experiential advertising is effective for brand launches.


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