E-City Media forms strategic alliance with Lodestar Universal
E-City Media Pvt Ltd, promoted by E-City Ventures, has executed a strategic alliance with Lodestar Universal for a period of three years. A joint team has been set up to service the needs of Lodestar’s clients for out-of-home media and ground activation management. This is a first of its kind venture, opening up new avenues for brands and to use cinema and malls to more effectively engage its customers.
E-City Media Pvt Ltd, promoted by E-City Ventures, has executed a strategic alliance with Lodestar Universal for a period of three years. A joint team has been set up to service the needs of Lodestar’s clients for out-of-home media and ground activation management. This is a first of its kind venture, opening up new avenues for brands and to use cinema and malls to more effectively engage its customers.
E-City Media has been conceptualised for capitalising on business proposition that is synergistic to the company’s cinema exhibition and retail realty activities. The company manages and sells on-screen and off-screen advertising and branding for multiplex players and mall operators across the country.
Speaking on the joint venture, Atul Goel, Managing Director, E-City Ventures, said, “E-City Media aims to capitalise on the growing trend of interest in ambient media, and through this alliance it has taken a step forward in providing clients maximum reach across all formats of media available. Combining our expertise in on-screen and off screen media opportunities at cinemas and malls, we will be offering Lodestar’s clients a unique and customised media solution and are aiming to capture 2-3 per cent of their media buying budget.”
“The alliance is based on a revenue share model and is a perfect synergy to strengthen our position in this dynamic and burgeoning industry,” he added.
Commenting on the pact, Shashi Sinha, CEO, Lodestar Universal, said, “This alliance will add another dimension to the numerous diversified services Lodestar Universal provides to its clients, this one focusing on the malls and multiplex space.”
E-City Media has been incorporated to bring synergies and to leverage upon E-City Venture’s media assets. The on-screen and off-screen media opportunities at E-City’s Cinema & Malls have amassed to become an attractive tool of communication for advertisers. E-City Media has an exclusive mandate to manage the media properties of E-City Venture’s 53 Fun Cinemas screens, nine Talkie Town screens, 125 digital screens and 17 malls across India. In future, the company would also target non-captive business of Cinema & Malls outside of E-City Ventures.
