Jab advertisers met nostalgia: It’s showtime for in-cinema ads with Bollywood re-releases
Re-releases of popular Bollywood movies have been attracting diverse and affluent cine-goers to the theatres by the droves, boosting footfalls and reach
Remember the innocent charm of Maddy and Reena from Rehnaa Hai Tere Dil Mein? Or the iconic love story of Raj and Simran from Dilwale Dulhania Le Jaayenge? These films left an indelible mark on the hearts of viewers, and their re-releases, a trend the Bollywood industry has seen picking pace in the past few months, has brought back a flood of memories.
Evening shows for RHTDM were going housefull much like those for Jab We Met or DDJL when they re-released a few weeks ago.
With titles driving nostalgia amongst people and drawing in massive crowds, multiplex owners have been witnessing a significant increase in footfall. This surge in audience numbers has translated into a heightened demand for in-cinema advertising space too, industry observers noted.
“Advertisers are recognizing the unique value proposition of targeting audiences during these classic film screenings. These films evoke strong emotions and create a highly engaged environment, making them ideal for brand messaging. Moreover, the demographic that attends these screenings is often affluent and discerning, making them a prime target for luxury brands and premium products,” a media planner told exchange4media.
