Adlabs Cinemas to study cinema audience behaviour


Mumbai: Adlabs Cinemas has initiated an extensive research through IMRB International that study cinema audience measurement by probing the Indian cinema audience on parameters including advertising exposure, cinema habits and exposure to media.

"The Indian film industry is the largest in the world in terms of ticket sales and number of films produced annually. Further, the advent of multiplex chains, digital screening of movies and revamp of single screen cinemas has brought back the novelty of movie viewing in theatres," said Adlabs Cinemas COO Tushar Dhingra.

"So far, cinema in India has very limited research to measure audience characteristics and preferences and hence, this is an initiative for us gather insights into the thinking of the new age movie viewer and to understand the exposure, experience and ad efficacy of the theatre medium," he further added.

The primary reason for advertisers’ renewed interest in the medium is the recent growth in audiences as well as loyalty of audiences to the cinema medium despite the several other options available. Cinemas are destinations to reach out to a audience making them attractive advertising avenues. As well as gaining the undivided attention of its customers, cinema can also deliver a broad range of demographics.

"Multiplex cinema penetration, digital technology and the attractiveness of cinema audience demographics are driving high growth rates in the cinema advertising sector. Our research will provide an all encompassing perspective on the subject which will enable advertisers to make more informed decisions in the area of cinema advertising," commented Dhingra.

Adlabs Cinemas has commissioned IMRB International to carry out the research. Commencing this month and to be conducted in three phases, the IMRB study will be focused on understanding the moviegoer in terms of movie viewing habits, behaviour and the attitudes and preferences towards movie viewing and cinema viewing metrics like reach and frequency, understanding the in-theatre experience and evaluate the efficacy of the advertising options (at Adlabs screens), and monitoring / auditing the various advertising properties in the Adlabs properties.

"We are delighted to partner Adlabs Cinema in this path breaking research. This is the first of its kind comprehensive study to understand the cinemagoers holistically as individuals, consumers, and media targets. Using technology like RFID, we would also be mapping their exposure levels to various advertising options in the Adlabs cinemas," added IMRB International Senior Vice President Hemant Mehta.