In an effort to strengthen their ad-sales revenue and return to pre-COVID levels, national multiplex chain PVR-INOX has inked a strategic five year partnership deal with Khushi Advertising Ideas Private Limited (KAIPL) in an effort to enhance cinema advertising in South India. As part of the deal, KAIPL will serve as the exclusive advertising sales affiliate for PVR-INOX in South India.
What one sees often is what one is inclined to buy more. That’s how the world of sales works and better you advertising, more are your chances of gaining a good market share. Taking forward this important policy PVR-INOX has entered into this latest partnership with KAIPL, a firm with over two decades of expansive experience in the advertising sector, where it has managed a network of more than 9000 screens across various cinema chains.
Moreover, cinema advertising has been on the rise and that reflects in its 36% growth rate last year. As for this year the expectations are it will see a growth of 12%. To capitalise on this trend and to capture the South Indian market that has a promising upcoming film slate, including films like ‘Vettaiyan’, ‘Kanguva’, ‘Pushpa 2’ and more, PVR-INOX has forged this new partnership to strengthen its position in the region’s advertising market.
South India, with its diverse and culturally rich cinema, is a major market for any national cinema chain and it becomes a must to tap into this highly potential region that is afloat with cinemagoears who love their cinema immensely. This makes this deal more so important as advertisements are a significant contributor when it comes to sales.
The above is conspicuous from the stats which show that advertising sales contributed a significant 10-11% in of PVR-INOX’s total revenue in pre pandemic times though it was reduced to 7-8% post-COVID. With this new partnership the cinema chain aims to “reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising” as said by Gautam Dutta, CEO- revenue and operations, PVR INOX.