PVR Cinemas has announced its latest in-cinema advertising innovation. The company has introduced 270-degree on-screen experiential in-cinema advertising to increase brand excitement, with Maruti Suzuki becoming the first advertiser to use this platform to launch the Maruti Suzuki Brezza in cinemas in 2022. For a week, the product’s experiential view will be available at select PVR locations in Delhi, Gurugram, Mumbai, and Bangalore.
PVR Cinemas, India’s largest cinema exhibition company, and largest in-cinema advertising player announced its latest innovation in the in-cinema advertising space since its recovery from the pandemic. It has introduced 270-degree on-screen experiential in-cinema advertising in India to increase brand excitement. Maruti Suzuki is the first advertiser to use this platform to launch the all-new 2022 Maruti Suzuki Brezza in cinemas. For a week, the product’s experiential view will be available in select PVR locations in Delhi, Gurugram, Mumbai, and Bangalore.
PVR Limited CEO Gautam Dutta commented on the announcement, saying, “We are thrilled to partner with one of the finest carmakers in the country and have the opportunity to showcase their newly launched product in an immersive manner to visit patrons inside the theatres.” PVR is built on innovation, and we are excited to provide our customers and advertisers with something that exceeds their expectations. We are also happy to expand the in-cinema advertising space. We are confident that this innovative advertising method, which is ideal for product launches, will assist brands in leaving a lasting impression on the emotions of theatergoers. PVR is very excited to work with more brands and advertisers to revolutionize in-cinema advertising.”
Following the pandemic, PVR was notably unique in breaking the inertia of inaction on advertising and film promotions. During the process, strong partnerships with films and brands were formed. PVR partnered with leading personal care brand Dettol as a hygiene partner for its customer care program following its reopening (PVR Cares). For the first time in world cinema history, PVR and SS Rajamouli collaborated, with PVR reimagining its brand identity and logo as ‘PVRRR’ and launching PVRRR NFT iconic digital collectibles of the film. Customers’ aspirations shifted from value buying to seeking experiences, resulting in the launch of the Kotak PVR Movie Debit Card, India’s first co-branded movie debit card. PVR demonstrates a highly effective medium for active advertising and brand engagement.
With experiential advertising, PVR intends to provide in-cinema advertisers with a one-of-a-kind exposure and to push the limits of on-screen cinema advertising to create an immersive brand experience.