MUMBAI: While the total cinema advertising revenues grew 23 per cent from 2003 to 2004, including on-and off-screen advertising, currently UFO MoviezÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢ ‘Value Ads’ are not far behind in the race of digital in-cinema ads. With over 350 theatres successfully operating the UFO technology, UFO is upbeat on its ‘Value Ads’ service, which caters to in cinema advertising in the digital format.
Their current list of clients includes Amul, Procter and Gamble, Keo Karpin Oil and Malaysian Tourism amongst others. Elaborating on the rates of the ads UFO Moviez national ad sales head Deepak Ranjan says, ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œVarious factors determine the rates of the ads and they differ from location to location, depending on the geographical expanse of the region.ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â
Ranjan further explains, ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œThe rates are different for a metro city, a town and a taluka. Similarly rates differ for air conditioned theatre and a non air conditioned theatre. The ticket rates and the capacity of the theatre also determine the ad rates.ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â Cinema spots are available for purchase in unit lengths of 15, 30 and 60 seconds.
Regular Monitoring System (RMS) of the UFO technology can cross check on the number of times the ads are played, thus making it mandatory to play ads and allowing it to be fast forwarded. Exact details of ads played including playback log details such as time and date of playback are also available.
Just the way this technology helps save cost of the print for producers of movies, it also helps save cost of the advertisers. The Betacam/ TV commercial can be directly converted into cinema format thus eliminating the cost of prints. ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œMoreover UFO shares the ad revenue with the theatre owner, thus making it a win-win situation for all,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â concludes Ranjan.