MUMBAI: Adlabs Cinemas, part of the Reliance Anil Dhirubhai Ambani Group, has commissioned research agency IMRB International to carry out an extensive research that will measure the Indian cinema audience by probing the audience on parameters including advertising exposure, cinema habits and exposure to media.

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 attitudes, and preferences towards movie viewing. It will also focus on 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.

“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 to 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 Adlabs Cinemas COO Tushar Dhingra.

Dhingra believes that 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 availability of several other options. Cinemas are attractive destinations to reach out to a captive audience making them attractive advertising avenues. 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,” stated Dhingra.

“We are delighted to partner Adlabs Cinema in this research. This is the first of its kind comprehensive study to understand the cinemagoers holistically as individuals, consumers and media targets. Using technology like RFID, we would be also be mapping their exposure levels to various advertising options in the Adlabs cinemas,” added IMRB International senior vice president Hemant Mehta.