In the total advertising pie, cinema advertising accounts for 1 percent. It is showing signs of growth — a growth rate of 25 per cent year on year.As multiplexes mushroom all over, the industry has become more organised. It attracts the advertisers now. The chains of theatres and digital networks understand the  needs and wants of advertisers better. Even single screen theatres are getting digitised. Movies too are promoted heavily these days. It augurs well for the advertisers. The biggest hindrance to the spread of cinema advertising is the lack of credible measuring system. There should be a system of assessing the demographics and consumption patterns of the audience. It is a difficult proposition to capture the audience data in single screen theaters in smaller markets. Rentrak has appreared in the field to plug this gap. Cinema Audit and Monitoring ( CAM ) has been launched to track 200 most important screens in India. Rentrak and Interactive have collaborated in this measurement effort. Advertisers would like to have viewership profiles and the success of certain actors in particular geographies.

Cinema halls can offer branding solutions — on screen advertising options and off-screen advertising options at the food counter, in the lobby, at parking etc. An auto company can show on-screen advertising supported by placement of vehicle in the lobby with test driving facilities for patrons in the parking lot.