Total expenditure on in-cinema advertising is just 1-2 percent of the total ad spends by brands. There is potential here to grow. The earnings from in-cinema advertising adds to the revenue basket of the cinema halls, especially when ticket and food products revenues are a flash point. In-cinema advertising is big non-ticket revenue, apart from food and beverages (F&B). It is the fastest growing revenue stream for multiplexes, and contributes 35-40 percent of their overall revenue. It grows at a CAGR of 15-17 per cent. In-cinema advertising is targeted advertising in select geographic areas for specific weeks around key movies. It suits the captive audience and the marketing calendar. Due to digitisation of processes the whole thing has become transparent. Cinema ensures uninterrupted viewing. Earlier, marketers were supported to speak to individual screens and send everything physically to them. There was a lead time of 10 weeks before the campaign. It now takes less than three hours. Earlier, the campaigns were month-long. There are no restrictions now — they could run for a couple of days or weeks. The commercials earlier were 60-seconds long. These days, they could be 5-15 seconds long. In cinema, the audience is not remote-empowered. The audience is mostly 15-35 age-group. It is an attractive medium.