40% of cinema advertisers this year are first-timers: Gautam Dutta, PVR INOX

Cinema advertising represents a niche but underutilised segment of the Indian AdEx. Hit hard during the pandemic, the sector is on the road to recovery. Industry leaders are optimistic about a strong comeback in 2025.

The current year has already seen renewed interest from established sectors such as fintech, FMCG, automobiles, consumer electronics, and fashion. Meanwhile, newer categories like D2C brands, emerging technology, education, and healthtech are entering cinema advertising for the first time.

According to Gautam Dutta, CEO – Revenue & Operations, PVR INOX Ltd, cinema advertising in 2025 is witnessing a balance between consistency and reinvention. “Roughly 60% of our advertisers are legacy brands, those who have historically trusted the big screen to deliver impact and memorability,” he explains. 

These brands are well-versed in the value of theatrical scale, emotional storytelling, and timed releases. They’ve stayed the course through cinema’s ups and downs and are now doubling down with more refined, audience-driven campaigns. An example of this is the Maruti Brezza, which used PVR INOX’s special 270° screen format to create an immersive experience where the ad spread across the main screen and the side walls. 

He continues, “What’s equally exciting is the 40% of advertisers who are first-timers in the cinema space, especially D2C, fintech, and emerging tech brands. Many of these new entrants have built their foundation on digital but are now turning to cinema to build deeper emotional connections and elevate brand perception.”

For the debutant brands, cinema can offer a chance to reach audiences in a premium setting, potentially helping reinforce their credibility. Meta, for instance, demonstrated how cinema can be leveraged for targeted storytelling by creating longer ads, tailored to different cities and languages. 

Dutta delves into the top factors that make cinema advertising appealing to brands, especially ones looking to make their silver screen debut: 

• Cinema offers an unmatched attention environment: no scrolls, no skips, just a fully present audience. 
• The emotional power of storytelling on the big screen is proving invaluable for newer brands looking to move beyond performance metrics and build genuine connections. 
• An association with cinema naturally elevates brand perception. 

With access to real-time footfall and granular city-level data, brands can unlock hyper-local targeting. It empowers them to choose precise locations that align with audience behaviour and make smarter media investments.

View this post on Instagram

A post shared by Fastrack Eyewear (@eyewear.fastrack)

Dutta also points out that brands are increasingly open to experimenting with advertising opportunities within cinema premises, extending beyond just the big screen. For example, Fastrack and Xperia Group brought a high-energy surprise to the Mission Impossible audiences at PVR Juhu. “Select moviegoers who tried on Fastrack’s new sunglasses pre-show were stunned to see their images revealed on the big screen post-credits, blending fashion, tech, and film in a truly cinematic brand moment,” he shares.

He further explains: “The cinema environment today offers a unique blend of high footfall, undivided attention, and a high-impact setting that’s perfect for experiential and tech-enabled brand storytelling.” It enables campaigns to align with brand KPIs and audience expectations. 

“An example is our ‘Game On Screens’ campaign with Goibibo, where we turned theatres into gamified arenas. During the release of Vettaiyan, we engaged over 1 lakh moviegoers in Chennai through live trivia, interactive quizzes, and real-time giveaways that directly linked brand messages to the film’s emotional moments. It wasn’t just advertising, it was audience participation at scale,” Dutta shares.

View this post on Instagram

A post shared by Goibibo (@goibibo)

Emphasising the anticipated blockbusters set to release this year, Dutta calls the second half of 2025 a golden period for the cinema and advertising industries.

He explains, “The diversity in the slate, across languages, genres, and fan bases, means that brands can strategically target audiences based on geography, demographics and interest zones. Whether it’s mass engagement during a pan-India release or a regional push during a local festival film, cinema offers unmatched contextual relevance.”

“The excitement around theatrical releases creates the perfect moment for brands to launch new products, amplify messaging, and create immersive experiences that stay with consumers long after the film ends,” Dutta highlights.

Major blockbusters lined up for the second half of 2025 include War 2, featuring Hrithik Roshan and Jr NTR in lead roles. Riding on the rising popularity of South Indian cinema, its collaboration with Bollywood and the increasing popularity of sequels, which the pan-India success of Pushpa 2: The Rule and Devara: Part 1 has further fuelled, War 2 is poised to be one of the year’s biggest releases. Other notable titles on the slate include Baaghi 4, Sitaare Zameen Par, Param Sundari, Coolie, Alpha, Jolly LLB 3 and Kantara: A Legend Chapter 1.