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According to industry sources, DT Cinemas has also shifted its
creative account from McCann Erickson to local creative outfit Bounce
Design.
“Branding has become extremely important (in multiplexes category).
Multiplexes as a concept is on upsurge now. As far as competition
is concerned, PVR has capitalised on its first-mover advantage and
to be fair to them, they have worked on their branding over the
last three or four years. So any multiplex trying to carve a niche
has to differentiate itself whether its through movies or any other
attractions," says Nayyar.
Nayyar agrees that DT Cinemas’ initiatives such as `Hollywood
Before Time' and `Bollywood Before Time', promotions in which big
flicks are shown to select audiences a few days before the release
of the movie in the country, hold the key.
“The idea is bring the brand to the forefront. Apart from
releasing mega movies, the brand needs to stand out. And in that
perspective, such initiatives are relatively important,” said
Nayyar.
On plans of utilising space inside the multiplex for branding or
marketing activities, Nayyar said, “We don’t have a such
mandate. But any client we are associated with, we work as business
partners. We are open to any such idea.”
The multiplex, which is being positioned as `getting more out of movies',
has imported state-of-the-art projection systems from the US-based
company Christie. DT Cinemas intends to acquire five more existing
cinema halls in the near future.
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