MUMBAI: Due to the Covid2019 pandemic, every sector in the country has been facing losses. While a lot of businesses started operational work, cinema halls across the nation were functioning at 50 per cent occupancy or remained closed. But from 1 February onwards movie theatres across the country are permitted to operate at full capacity with adherence to Covid2019 safety protocols. On this note of good cheer for the film exhibition business, multiplex chain Inox Leisure has signed a pan-India cinema advertising deal with the celebration wear brand Manyavar.
The deal indicates the revival of cinema advertising, which had suffered immensely due to the lockdown.
“The deal not only underlines our strong relationship with Manyavar, but also reflects the tremendous audience visibility we fetch for them from the right target groups. With seating guidelines relaxed, enthralling line up of movies in sight, and audience apprehensions settling down, FY22 will be a landmark year for cinema advertising. We are committed to provide the best RoI to Manyavar and all our advertisers,” stated Inox Leisure chief sales & revenue officer Anand Vishal.
Manyavar has relied extensively on cinema advertising and has been related with Inox for over five years. With the signing of the brand new pan-India pact, Manyavar will look to advertise its complete range of men’s ethnic wear, alongside with its sub-brands Mohey and Mebaz.
“Manyavar is a brand which denotes celebrations, much like cinemas, where the environment is essentially of celebratory nature as family audiences turn up to celebrate special occasions,” mentioned Vedant Fashion MD Ravi Modi.
“This unique and significant synergy excites us, and therefore we assign a very high priority to cinema as an advertising medium. Our association with INOX has been underlined by reliability, transparency and quality of communications, and we are committed to strengthening it further. We strongly believe that we will start witnessing the same level of excitement and exuberance in the cinema lobbies across the country very soon,” Modi added.
With cinema halls opening up, Inox expects filmmakers and distributors to promptly announce the release dates of films, triggering a big surge in footfalls.
