2. SEGMENTS % % INDEX %REACH–AMONG POPIN CIN-MONTH PROFILE % ACROSS % DWN % DWN WORKING 46 56 122 18 RETIRED 3 2 STUDENTS 12 21 174 25 NOT WORKING ALL 100 100 100 14 CASE STUDY:- CINEMA REACH & PROFILING 39393939

3. SOURCE : INITIATIVE MEDIA, CINEMA VIEWERSHIP – 4 WEEKS. REFERRING TO THE PREVIOUS CHART, CINEMA CLEARLY FINDS ITS SKEW TOWARDS STUDENTS & WORKING POPULATION. THE MAJOR MARKETS BEING AP, TN & MAHARASHTRA WHICH CONTRIBUTE AROUND 50% OF THE ALL INDIA CINEMA GOING AUDIENCE. [SOURCE : IRS R2-01, CINEMA VISIT UPTO A MONTH.

4. CASE STUDY–PROPRIETORY RESEARCH IN INDIA, INITIATIVE MEDIA INITIATED A PROPRIETORY RESEARCH IN AHMEDABAD LATE LAST YEAR FOR ALEADING SERVICE CLIENT AND THE FINDINGS SEEMED TO BE IN LINE WITH THE INTERNATIONAL ONES. METHODOLOGY CONSIDERED FOR THE RESEARCH IS HIGHLIGHTED BELOW:- 1.IMMEDIATE RECALL ONCE THE TARGET AUDIENCECAME OUT OF THE CINEMA HALL. 2.CHECKING OUT THE RECALL OF AD. AFTER 15 DAYS AMONGST HALF THE SAMPLE i.e. 50. 3.REMAINING 50 WERE CONTACTED AFTER A MONTHTO CHECK OUT THE BRAND ADVERTISING RECALL. STEP 2 & 3 WERE CARRIED OUT THROUGH TELEPHONIC INTERVIEWS. THE RESULTS WERE EXTREMELY PROMISING CONSIDERING THE TARGETED CREATIVES. MUST SAY CINEMA OVER DELIVERED IN TERMS OF EXPECTED VS ACTUALS, AS HIGHLIGHTED BELOW.

5. CASE STUDY:- CINEMA ADVERTISING EFFECTIVENESS MARKET IMMEDIATE RECALL AFTER RECALL AFTER RECALL 2 WEEKS 2 WEEKS AHMEDABAD 86% 90% 82% FREQUENCY TOTAL PRE POST 3 - 4 TIMES IN A YEAR ONCE A WEEK 22 20 24 ONCE A FORTNIGHT ONCE A MONTH 35 32 38 24 96 3414 12

6. CASE STUDY – HIGHLIGHTS ON THE PROS & CONS OF CINEMA ADVERTISING. PROSCONS + LACK OF CLUTTER - DOES NOT BELIEVE IN FREQUENCY + HIGH QUALITY & - IMPLEMENTATION & RESOLUTION CONTROL. NEED TO BE CONTINUOUSLY MONITORING BUT CAN BE DONE THROUGH REGULAR CHECKS + CAPTIVE AUDIENCE + BIG SCREEN IMPACT

7. CASE STUDY:- HIGHLIGHTS ON THE PROS & CONS OF CINEMA ADVERTISING FINALLY MEDIA PLANNERS NEED TO REVIEW THE CHARACTERISTIC OF CINEMA AT A STRATEGIC LEVEL KEEPING THE BRAND-MEDIUM FIT & COMMUNICATION TASK AT HAND. AGREED, IN TERMS OF REACH, IT IS LOWER THAN TV BUT IN TERMS OF IMPACT IT IS AROUND 5 TIMES HIGHER. COULD BE THE KEY MEDIUM TO PRIMARILY REACH OUT TO THE YOUTH. IT IS A REACH IMPACT MEDIUM AND DOES NOT SUPPORT FREQUENCY PLANS. LET US HOPE THAT WITH INTRODUCTION OF MULTIPLEXES, CINEMA MANAGES TO WOO BACK ITS LOST AUDIENCES. FROM AN ADVERTISING PERSPECTIVE, IT MAKES SENSE TO FIRST TEST OUT CINEMA ACTIVITY IN A MARKET AND THEN FOLLOW IT WITH REGULAR IMPLEMENTATION CHECKS TO GAUGE THE CONSUMER-RESPONSE. ULTIMATELY, IT IS THE MAKHNA (CONSUMER) WHOM BOTH BADE MIYAN (TV) & CHOTE MIYAN (CINEMA) ARE TRYING TO WOO. MAY BE A COMBINATION OF BOTH WOULD WORK BETTER.

8. COMPLETE CASE STUDY SOURCE : INITIATIVE MEDIA & EXCHANGE 4 MEDIA WEBSITE