Advertising used to contribute around 1-2 % to multiplex revenues five years ago. That figure has risen to 8-10 % today and is expected to touch 15% by 2010. Multiplexes are cashing in and improvising on technology to offer wider options to advertisers . PVR is converting doors to ‘plasma doors’ where advertisements will be screened until the doors open, and will have ‘magic mirrors ’ in all bathrooms where the mirror doubles up as an advertising screen until you come closer to take a look at yourself. They’re also looking to introduce interactive floor stickers which can have animated floor advertising .
“Advertising in multiplexes today has moved out of just screen. With a demographically filtered, captive audience that spends over three hours in the multiplex environment, a brand can reach out to their target effectively ,” says Saurabh Saxena, VP (operations) of Shringar Cinemas, that runs the Fame multiplex chain. Read More.
Peter Drucker famously said that “the purpose of a business is to create a customer.” And that’s exactly what the advertising for the snack bar did to us. It turned us from uninterested non-customers who didn’t even feel a “need” for their product into customers who wanted and demanded it by simply stimulating our appetites visually, repeating a call to action verbally and eliminating the need for any effort on our part (other than taking twenty bucks out of my wallet). The Piss-Screen (the site's dead) is a pressure-sensitive inlay for urinals. The game is displayed on a screen above the urinal. We designed a driving game in the style of Need for Speed." The game would end with a crash and display a message to the effect that the player should take a cab home.
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