In a strategic move to bolster cinema advertising, PVR-INOX, India’s largest film exhibitor, has announced a significant partnership with Khushi Advertising Ideas Pvt. Ltd. (KAIPL) for the fiscal year 2025. This collaboration is set to strengthen cinema advertising in South India, a crucial market for the cinema exhibition industry.
The five-year agreement is a noteworthy development for PVR-INOX, which operates 1,750 screens across 357 properties in 111 cities throughout India and Sri Lanka. With a seating capacity exceeding 357,000, this partnership with KAIPL, recognized as the largest cinema advertising concessionaire in India, is expected to enhance PVR-INOX’s market presence in a region that is witnessing significant growth in cinema advertising, as reported by ANI.
With over 20 years of experience, Khushi Advertising manages an extensive network of more than 9,000 screens across various multiplex and single-screen chains, including PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO, and QCN. This collaboration is anticipated to boost PVR-INOX’s advertising revenue, which has seen a decline in contribution following the COVID-19 pandemic.
According to Gautam Dutta, CEO – Revenue and Operations at PVR INOX Limited, cinema advertising traditionally accounted for 10-11% of their total revenue but fell to approximately 7-8% during the recovery phase after the pandemic. Dutta expressed optimism about the partnership’s potential, stating, “This new strategic partnership goes beyond the transactional value. It aims to reform the market and provide better control over market narratives and commercials.”
Vishnu Telang, CEO of Khushi Advertising, emphasized the remarkable growth of the South Indian film industry, driven by blockbuster hits such as ‘KGF 2’, ‘RRR’, ‘Salaar Part 1: Ceasefire’, and ‘Pushpa’. With upcoming releases like ‘Vettaiyan’, ‘Kanguva’, and ‘Pushpa 2’, 2024 is anticipated to be the “Year of South Movie Dominance.” Telang noted that this partnership will enhance advertising opportunities, allowing brands to engage effectively with a passionate audience.
Khushi Advertising plans to provide integrated out-of-home (OOH) solutions across India, utilizing venues such as malls, airports, and corporate parks to maximize brand visibility. The partnership with PVR-INOX is expected to amplify advertising revenues and deliver targeted messaging to audiences in vibrant environments.
Pranay Shah, Director at Khushi Advertising, stated, “We are thrilled to announce our strategic partnership with PVR INOX. This collaboration aims to revolutionize cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment.”
As cinema attendance continues to rise, the partnership between PVR-INOX and Khushi Advertising is set to create memorable experiences that leave lasting impressions on audiences while driving significant growth in advertising revenue for both companies.
Key Highlights:
- Partnership Announcement: PVR-INOX collaborates with Khushi Advertising for FY 2025 to enhance cinema advertising in South India.
- Market Presence: PVR-INOX operates 1,750 screens across 357 properties, reinforcing its market share.
- Revenue Growth: Cinema advertising’s contribution declined post-COVID; the partnership aims to regain pre-COVID levels.
- South Indian Film Industry: Anticipated blockbusters to boost cinema attendance and advertising opportunities.
- Integrated Solutions: Khushi Advertising will provide OOH solutions across various venues for enhanced brand visibility.