Cinema, as an advertising medium, is small and hardly gets 1 per cent of the total annual advertising expenditure, but brands are realising the power of this medium as third party monitoring systems get launched.

A study conducted by Interactive TV points out that 71 per cent of cinema-goers are in the age group of 15-24 years. Also, 61 per cent of the total moviegoers come from the affluent class, NCCS A. It’s not just the popularity of movie or stars anymore (39 per cent) that attracts moviegoers to the screens. Movie-going has become a habit for many families and 61 per cent people go to screens out of habit or to spend time with their families.

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