Interactive Television in strategic alliance with Fun Cinemas

Interactive Television Pvt Ltd has acquired the on-screen media rights for 11 Fun Cinemas multiplexes. As per the ad pact, all advertising deals in any of the 11 Fun Cinemas screens in the NCR, Panipat, Gulbarga, Lucknow and Chandigarh would be routed though Interactive Television.

Interactive Television, an eight-year old company with national presence, specialises in the rapidly expanding movie marketing industry in India. The company’s vast experience in the in-cinema advertising industry went in its favour for the deal.

Ajay Mehta, CEO, Interactive Television, “We are extremely thrilled to have a reputed brand like Fun Cinemas on board amongst our already existing stream of established multiplex chains. With this partnership we hope to cater to our clients’ needs better and make their brands reach more effectively to up-market audiences across the country.”

Anand Vishal, VP-Marketing, Fun Cinemas, said, “With Interactive coming in as our onscreen partner, our multiplex chain stands to have 50 per cent market reach of top corporates in India. Interactive has been the strongest player in the category and we definitely want to make the most of it.”

For Interactive Television, a partnership with Fun Cinemas is the next step forward as the growth in the demand for in-cinema advertising is tremendous. Multiplexes have now started screening movies that appeal to mass as well as niche audiences, which give advertisers the option of selective screening. The growth of multiplexes is another factor that has contributed to the increase in the in-cinema advertising trend.

Fun Multiplex operates 53 cinema screens in 11 cities and 15 locations, including Ahmedabad, Mumbai, Chandigarh, Delhi, Ghaziabad, Lucknow, Agra, Jaipur, Bangalore, Panipat, Gulbarga, Guwahati and Hyderabad.