With hits in 2022, advertisers ready for in-cinema ads

The year 2022 has breathed new life into cinemas. Massive hits at home like RRR & KGF 2 & Hollywood’s Top Gun: Maverick & Doctor Strange have ensured cinemagoers get their due, post-pandemic. The normalcy post-covid has somewhat restored the cinema culture. Advertisers are looking forward to cashing in on the ongoing trend which is expected to take a new high in the coming time.

The profitable business of south movies interested advertisers not only in in-cinema ads but also rope in celebrities as their brand ambassadors. Industry insiders are of the view that the first quarter of 2022 has boosted the movie business. Cinema advertisers have started dealings in upcoming business. Industry experts & insiders are confident about pre-covid business to come back on track.

Considering the enthusiasm around cinematic experience, the impact of in-cinema ads has been great. The ad rates have matched that of pre-covid 2019 period.

As the cinema trend is moving smoothly, various new brands and even initial advertisers are investing in, in-cinema advertising.

According to a report by media consulting firm Ormax and media investment firm GroupM, box office revenue has the potential of reaching $12,515 crore in 2022, going beyond the previous high of $10, 948 crore in 2019,

The resurgence in cinema advertising has coincided with the return of audiences. According to GroupM, 280 brands advertised in theatres during the K.G.F: Chapter 2 release week, which is just 20-25 percent down on the peak advertising interest in 2019. With a slew of big-ticket releases planned across languages in the following months, the firm hopes to hit the 350 milestone by the end of the year.

Advertising was the most affected media outlet when the epidemic hit the cinema, losing 80% of its 2019 ad revenue.

Talking to Karen Stacey, CEO of Digital Cinema Media, The Drum, wrote that the cinema advertising industry is transitioning to a ratings-based system to move according to marketers. The epidemic has shaken up the format of movie advertising, as it has other media channels, and led to new changes.