Adlabs Cinemas launches audience research

July 30th, 2008 - 10:28 pm ICT by IANS  

Mumbai, July 30 (IANS) Adlabs Cinemas, part of the Anil Dhirubhai Ambani Group (ADAG), Wednesday announced that it has initiated a study on the demographic patterns of the Indian movie-going audience, their cinema habits and exposure to the media. “The Indian film industry is the largest in the world in terms of ticket sales and number of films made annually. Our initiative will help us gather insights into the thinking of the new-age movie viewer and understand the exposure, experience and efficacy of advertisement of the theatre medium,” Adlabs Cinemas chief operating officer Tushar Dhingra said.

Because of the audience growth, the advertisers were showing keen interest in the medium, he said.

According to Dhingra, the research launched by Adlabs Cinemas would enable advertisers to make more efficient decisions in the area of cinema advertising.

IMRB International has been commissioned to carry out the research.

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