2024 is considered to be the second-best year for Indian cinema in terms of box-office collections — the industry earned Rs.11833 crore, slightly short of 2023’s Rs.12,226 crore (Ormax Media Report).

Despite this, cinema footfalls do remain below the pre-pandemic levels. In 2024, the drop in footfalls was 6 per cent. The decline could be attributed to digital platforms where movies get released immediately after the theatrical release or in some cases at the same time. In addition, OTT platforms are ad free, and the content can be consumed anytime.

Cinema halls do excessive advertising — in a recent case a multiplex screened a movie 25 minutes after its scheduled time, and the audience sat through the ordeal. The Consumer District Commission received a complaint and penalized the theatre.

The HC stayed the ruling. The tickets must specify when the actual movie will begin.

The issue is how to maximize the revenue without irritating the audience. The duration of advertising time could be limited, say screening time of 10 minutes if the audiences are to be kept happy.

Brands should focus on creating concise and visually compelling ads that resonate emotionally.

Indian cinema advertising grew by 10 per cent in 2024. It is expected to grow by 9 per cent in 2025. The ad revenue earned is Rs.950 crore. It is 8-10 per cent of cinema revenues.

Advertisers get the benefit of a large screen impact in cinema advertising.

With big blockbuster’s, the theatres tend to screen ads for 30-45 minutes at each screening and weekend shows.

This is a risk that they cannot afford to take .

Excessive advertising does infringe upon consumer rights. Theatres should tap other avenues such as digital displays, interactive kiosks and in-lobby promotions.