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Our Bureau

Mumbai, Aug. 4

Adlabs Cinemas has announced an extensive research through IMRB International to measure Indian cinema audience on parameters such as advertising exposure, cinema habits and exposure to media.

“The advent of multiplex chains, digital screening of movies and revamp of single-screen cinemas has brought back the novelty of movie viewing in theatres. So far, cinema has very limited research to measure audience characteristics and preferences and hence, this is an initiative for us to gather insights into the thinking of the new-age movie viewer and to understand the exposure, experience and ad efficacy of the theatre medium,” said Mr Tushar Dhingra, the COO of Adlabs Cinemas.

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