Adlabs Cinemas, IMRB launch cinema audience behaviour study

Adlabs Cinemas has initiated an extensive research through IMRB International to study the Indian cinema audience on parameters including advertising exposure, cinema habits and exposure to media.

Adlabs Cinemas has commissioned research agency IMRB International to carry out the research. The research will start this month and will be conducted in three phases. The IMRB study will be focused on understanding the moviegoer in terms of movie viewing habits, behaviour and the attitudes and preferences towards movie viewing and cinema viewing metrics like reach and frequency, understanding the in-theatre experience and evaluate the efficacy of the advertising options (at Adlabs screens), and monitoring / auditing the various advertising properties in the Adlabs properties.

"Multiplex cinema penetration, digital technology and the attractiveness of cinema audience demographics are driving high growth rates in the cinema advertising sector. Our research will provide an all encompassing perspective on the subject which will enable advertisers to make more informed decisions in the area of cinema advertising," said Tushar Dhingra, COO, Adlabs Cinema.

"This is the first of its kind comprehensive study to understand the cinemagoers holistically as individuals, consumers and media targets. Using cutting edge technology like RFID, we would be also be mapping their exposure levels to various advertising options in the Adlabs cinemas," added Said Mehta, senior vice president, IMRB International.