The huge medium of cinema finally has its own data-led intelligence platform, Cinema In A Box, which offers the first-of-its-kind monitoring system for cinema advertising across Cinema Audit and Monitoring, Movie Buzz, Ad Impact, Box Office Collection Data and more that will make the cinema medium more accountable and measurable for advertisers.
Cinema In A Box has been launched by data-driven and tech-enabled Interactive Television Pvt. Ltd (Interactive), amongst India’s leading cinema advertising companies, and a part of GroupM India. Interactive offers a diverse range of services — both on-screen and off-screen – that represent a wide range of cinemas, and is the only company in India to provide international cinema advertising.
Tools on Cinema In A Box
Cinema In A Box will be a secure online dashboard providing descriptive analytical results in an interactive and dynamic way. This dashboard will comprise of INTERACTIVE analytical solutions and historical data for the tools:
- BINGO, a reach optimizer tool, which provides incremental reach at a reasonable cost. A highly efficient method which gives a cost per incremental reach curve for individual media. It eliminates duplication to generate a combined cover cost.
- BUZZ INDEX was created with an aim to broaden the number of movies which can attract advertisers. It is a revolutionary buzz measuring tool for helping advertisers make informed decisions for cinema advertising. It encapsulates the buzz around upcoming movies on a weekly basis by creating a score. The score is a combination of industry experience and analyzing social media interactions about the movies from various social media platforms.
- CAM, or Cinema Audit & Monitoring, is a game-changer for brands investing in cinema advertising in India. It is an INTERACTIVE proprietary tool for cinema monitoring. The monitoring is carried out in collaboration with KANTAR IMRB across top 8 metros (Ahmedabad, Bengaluru, Chennai, Delhi NCR, Hyderabad, Kolkata, Mumbai & Pune) covering 200 premium multiplex screens every month. The report captures all the brand advertisements screened before the movie and during the interval.
- Ad Impact is quantitative primary research conducted to understand the impact of cinema ads on the audience. This tool helps measure the ROI of your cinema investments. It covers various categories like Apparel, Accessories, Automobile, Banking & Finance, Beauty & Personal care, Consumer Durables, E-commerce, Food & Beverages, Mobile Handset, OTT, Retail
- Box Office Collection Data: This module gives you access to the box office collection of all the movies in India. One can compare Box Office Collection Data of various movies across years, quarters, genres and actors. This data has been collated from extensive online and secondary research and information from trade experts.
Ajay Mehta, Founder & Managing Director, INTERACTIVE, said, “We are extremely excited with the launch of Cinema In A Box. It is probably the world’s first data-led intelligence platform for cinema. This revolutionary platform is a suite of all 5 tools which addresses all the concerns of advertisers regarding cinema advertising. From reach optimization to Ad Impact Cinema In A Box has everything that an advertiser was looking for in cinema. We believe that this product will open the door for additional spends for our medium by ensuring maximum transparency. With the help of data and smart tools involved in the backend of the process, brands can now drive relationship-driven marketing strategies.”