The document discusses the advertising industry in India, with a focus on in-cinema advertising. It notes that the Indian advertising industry is projected to grow to $10 billion by 2017. In-cinema advertising specifically is growing at 25% annually and makes up a small portion (less than 1%) of total ad spending currently. The document also outlines the major players in the in-cinema ad market and provides recommendations for alternative revenue sources and growth strategies for cinema operators, including using customer data and subscriptions.

1. EOS Case Analysis
The Wild Snow – IIM Shillong
- Abhishek Agarwal
- Pragya Pathak

2. ADVERTISING INDUSTRY IN INDIA
By 2017 to grow to US$ 10 billion
0.45% of our GDP by 2018
Second fastest growing ad
market in Asia after China
Digital advertising grew at a rate of
33% p.a. between 2010 to 2015
In cinema advertising to grow at 25%
Less than 1% of total ad spend
DISTRIBUTION OF VARIOUS MEDIA
Print
41%
TV
38%
Digital
13%
outdoor
6%
Cinema
1%
Radio
1% FMCG
Auto
E-commerce
RetailTelecom
BFSI
Services
others
BENEFITS OF IN CINEMA ADVERTISING
0 10 20 30 40 50
PVR
Cinemax
Inox
Fame
Big
UFO
Real Image
single screen
MAJOR CINEMA HALLS IN INDIA
% share in ad renenue % of screens controlled
Easier to segment the consumer
Increasing footfalls of the
customers
High income consumer segment
Undivided attention of audience
SECTOR WISE BREAK-UP
MAJOR PLAYERS IN
IN-CINEMA AD

3. In double screen have an exclusive screen
for high end customers or niche movies1
Build an app in combination with loyalty
card to save on the convenience cess
Bonus points for college/school students
to be redeemed for next booking or f&b
Special screening of world cups and IPL
Sell such merchandise in the lounge area
Have ad prices based on genre on movie
which decides the choice of the audience
Have royalty agreements with f&b brands
& synergic deals with major retail chains
Provide special discounts during festivals,
exams and end of financial year
2
3
4
5
6
7
FOOD & BEVERAGES
Pre booking of F&B and
on seat services,
conversion of bonus pt.
MERCHANDISE
Display of latest
merchandise and gift items
CHAT HEAD
Allows chatting with other
users
NOTIFICATION
New movies, prices,
early bird discounts
REVIEWS
Interactive platform where
users give reviews of both
movie and theatre
BONUS POINTS
Showing points made &
goods they can be
exchanged for
ALTERNATIVE SOURCES OF REVENUE

4.  Youth demographic dominate the audience
i.e. male and female under 25
 With internet posing a major challenge,
cinema should be promoted more as a
“together time with friends and loved ones”
 With cross pollination of ideas and art works
taking place, Hollywood and other popular
movie genres should be screened
Understanding Demographics
Segmenting the regular audience to serve
them the right movie and advertisements
 As people are more attentive during a
movie their demands and expectations
are heightened.
 Having ads placed at premium price by
segmenting the products accordance to
the consumables preferred by the
audience of the particular movie
 For example the action loving audience
is perfect target for motorbikes,
adventure tourism, men’s personal care,
trendy travel gear, safety gear etc.
AD Pricing
Price chart based on the genre and
spending capacity of the audience
 Examination of trailers tell about
audience’s readings which makes market
positioning easier
 Quantitative research on primary survey
shows most influencing factors.
 Plot a major factor (79%) followed by
actors (13%)
 Naturally occurring segments help
understand relative appeal to groups
which in turn predict consumption pattern
Movie genre
Segmenting the movie to understand the
most popular genres
DIFFERENTIAL PRICING STRATEGY
Action
Romance
Comedy
Sci-FiSuspense
Comic
Animation
Horror
Drama
Others

5. Madhya Pradesh
Maharashtra
Chattisgarh
West Bengal
Adwords
Use of Custom affinity Audiences Display and Video Ads
Leveraging
search to reach
the right
audience
Define custom affinity
audiences in order to
target our customers
better
Digital Growth Strategy
Rs 0.12
Cost per Click
Show ads to people searching
for specific things like latest
movies, movie tickets and who
frequently watch movie trailers
Use of display ads in
specific you videos
like movie trailers,
reaction videos and in
ticket booking
websites

6. Building Brand Equity and Customer loyalty
– The e-OS way
Use of dedicated App to break the
monopoly of ticket booking apps and
push customised content to the
customers
Going Rurban: Use of mobile caravans
to bring modern cinema to the rural
hinterlands and tapping a relatively
overlooked segment
Big Data: Use of the large amount of
customer data to identity individual
consumption patterns and provide
targeted content
Subscription Service: Target regular
movie goers through a monthly
subscription service ensuring regular
flow of ticket sales
Customer Testimonials: Promote
customer experiences through social
media channels to build customer
connect and enhance growth
Charting new growth areas in tier II
and tier III cities while at the same
time building competencies to target
metros
Innovative Tech: Use of virtual reality
kiosks and augmented reality to
provide customised content and new
age advertising opportunities to
companies
Moving beyond Cinema: Holding
screenings of big sports events and
entertainment festivals to target new
age youth who are increasingly
moving towards Netflix and Hulu

8. References
• https://indianmedialogue.com/2012/12/27/revenue-generation-
techniques-of-the-multiplexes-in-india-a-case-study-of-the-pvr-
group/
• http://www.pwc.com/en_IN/in/assets/pdfs/PwC-Indian-
Entertainment-and-Media-Outlook-2009.pdf
• http://www.makeuseof.com/tag/cinema-dying-movie-theaters-
ensure-survival/
• http://brandequity.economictimes.indiatimes.com/news/advertising/
in-cinema-advertising-the-mega-return/48347604
• Pitch Madison advertising report 2016