Adlabs Cinemas announces pioneering study to understand cinema audience behaviour

Posted on: July 30, 2008

Adlabs Cinemas, part of the Reliance Group and India's leading entertainment conglomerate Adlabs Films, today announced that it has initiated an extensive research through IMRB International that will take cinema audience measurement to new levels by successfully 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. 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," said Tushar Dhingra, COO, Adlabs Cinemas.

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 attractive destinations to reach out to a captive 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 Tushar Dhingra.

Adlabs Cinemas has commissioned India's leading research agency 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 cutting edge technology like RFID, we would be also mapping their exposure levels to various advertising options in the Adlabs Cinemas"; added Hemant Mehta, Senior Vice President, IMRB International.

Adlabs Cinemas is the largest cinemas chain in India and presently has 175 screens spread over 67 properties nationwide. It was the first to introduce entertainment destinations to India such as the IMAX experience at the largest dome theatre in the world, 6D cinema and has also pioneered the concept of megaplexes.

About Adlabs

Adlabs, a Reliance Group company, is India's fastest growing filmed entertainment company with a dominant position in film processing and digital intermediate services, television content, domestic and international film distribution and film exhibition. It operates India's largest cinema chain and recently acquired 251 screens in the US and 51 screens in Malaysia.

About IMRB International

IMRB International, established in 1971, is a pioneer in market research. Part of the Kantar Group, WPP's information, insight and consultancy division, IMRB International operates out of 32 cities across 13 countries. The 1200 member strong IMRB International promises high quality conceptualisation, strategic thinking, execution and interpretation skills on all its clients' research needs. IMRB International's specialised areas are consumer research, media research, industrial marketing research, business to business marketing research, social research and rural research.

For more information, please contact:

Anjali Malhotra / Joanne D'Souza
Adlabs Films Ltd.
Email: /

Malika Bhavnani
CMCG India Pvt. Ltd.
Ph: +91 22-24450991-6 / 9820496099

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