MAM
GroupM launches South cinema audience behaviour report
Mumbai: GroupM, WPP’s media investment group, has launched the South Cinema audience behaviour report. This report sheds light on the movie-going habits of the South Cinema audience and provides valuable insights to advertisers and marketers.
According to the report, ‘watching a movie at a theatre’ has the highest monthly average frequency of all outdoor leisure activities among South cinema audiences – with an average of 1.8 visits per month, translating to 22 visits annually. The report also reveals that 8 out of 10 South Cinema audience visit a theatre at least once a month, which is twice the national average.
Commenting on the report, GroupM India MD – cinema and OOH Ajay Mehta said, “Our report is a game-changing tool for marketers and advertisers looking to engage with South Cinema audience. By shedding light on the unique preferences and behaviours of this audience, we can now tailor our campaigns to resonate with them on a deeper level. A noteworthy example is the exceptional success of ‘Jailer,’ starring Rajinikanth, which has become the top-grossing Tamil film in India. Impressively, ‘Jailer’ ranks as the second fastest Tamil film to amass an astonishing Rs 550 crore worldwide at the box office. The fact that a heavy cross-section of South Cinema audience is watching 32 movies in a year highlights the immense potential of this market. With the South cinema audience behaviour report, we are equipped with the insights needed to tap into this potential and drive real business results.”
The report further highlights that ‘heavy’ South moviegoers visit the cinema on an average of 32 times annually, which is 20 visits more than the national average. Further, the heavy cross-section of South Cinema audience from Andhra Pradesh & Telangana and, Kerala watches 36 movies in a year.
The report also throws a light on language preferences among the South Cinema audience.
In Karnataka, Telugu is the second most preferred language among those preferring Kannada, while in Kerala, Tamil is the second most preferred language for those preferring Malayalam. The report also suggests that horror/thriller is the top genre for visiting a cinema in Andhra Pradesh & Telangana and, Kerala.
Andhra Pradesh & Telangana cine-goers prefer to watch a movie on the first day with a preference of 66 per cent for any show on the first day. Apparently, all South cinema audience consider nearby theatres.
The South Cinema Audience Behaviour Report provides marketers and advertisers with valuable insights into the preferences and behaviors of Southern states regular cine-goers.
The data and insights from this report will enable advertisers to create more effective marketing campaigns and better connect with the South Indian audience.
References:
* All India average cinema visits are for the year 2017 and quoted from a study conducted in 2017.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
