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Sumeet Kaul

Mumbai , March 11

AFTER digital advertisements in coffee shop jukeboxes, advertisers now have another medium to reach their audience: Cinema.

Real Image Media Technologies Pvt Ltd, a Chennai-based company, is offering advertisers in Tamil Nadu a sleek, new platform to catch eyeballs, called Qube Cinema.

Explaining the concept of Qube Cinema, Ms Rina Kakkar, Brand Manager, Q Jam, said, "It is software-led and last minute changes are possible."

In digital cinema, feature films are projected using a digital projector. First, the original negative of the film is converted to a digital format, which may include colour correction. Then, this digitised copy is compressed into a manageable size and encrypted to prevent privacy.

At present, 30 theatres in Tamil Nadu use Qube Cinema, said Ms Kakkar. "At the moment, we are focused on Tamil Nadu," she added.

Digital cinema has gained popularity worldwide owing to the cost cutting it provides, as well as the flexibility it offers in terms of editing content.

Qube Cinema is the second in line `Q' product after Q Jam, a touch-screen digital jukebox. The Q philosophy is to hold the consumer's attention — while sipping coffee at an outlet or watching a favourite flick.

Q Jam now comes in a visual avatar as well. In Mumbai, for instance, 14 of the 28 Café Coffee Day's jukeboxes have been converted into an audio-video format; songs requested on the jukebox are played on the in-house television as well and advertisers can use the slots accordingly.

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