PVR, country’s major multiplex operator, has decided to link its advertising rates to ticket sales to make cinemas more attractive to advertisers. It has approached advertisers such as Hindustan Unilever, Bharti Airtel and Hero Group with a first-time concept of charging for advertising at the start and during the interval on the basis of the number of tickets sold.
In this concept advertisers can fix the reach and duration for which they pay to advertise. The bulk deal committed to PVR can be carried forward to the next movie.
PVR is engaged in the business of film exhibition. The company operates other business such as providing content, film distribution and Entertainment Park through its subsidiaries. Currently, the company has achieved the status of being India’s largest cinema chain. It owns 101 screens across 14 cities and many more are in the offing.
