Cinépolis India expands cinema advertising with It's Spotlight partnership

Cinépolis India has announced the expansion of its business into cinema advertising through a large-scale deployment of digital screens across its cinema properties. The company has partnered with It’s Spotlight, a digital out-of-home media company, to operate and commercialise the advertising inventory across its lobby and common areas.

The rollout covers more than 350 LED screens, video walls and digital displays across 101 Cinépolis cinemas. These properties are spread across 63 cities in 23 states and Union Territories, giving advertisers access to a wide national footprint. The initiative positions Cinépolis India to tap into the growing digital out-of-home segment while leveraging its cinema infrastructure beyond film exhibition.

Cinépolis India is described as India’s only international exhibitor, and the move marks a strategic extension of its offerings within the media and advertising ecosystem. The digital screens will be located in high-traffic cinema areas, including lobbies, where audiences spend time before and after movie screenings. This setting is designed to offer brands visibility in a controlled, premium environment with high audience attention.

Commenting on the partnership, Devang Sampat said, “Cinema environments offer advertisers access to audiences in a focused, lean-forward setting which is distinct from outdoor and transit media. As DOOH grows and advertisers look for environments beyond cluttered digital and social platforms, cinema offers a differentiated proposition to reach young and urban audiences. With this partnership we are looking at unlocking this opportunity while staying focused on our core business of exhibition.”

The expansion comes at a time when the out-of-home advertising market in India continues to grow. According to the EY-FICCI M&E Report 2024, India’s out-of-home advertising segment reached INR 5,920 crore in 2024. The report also highlights the increasing role of digital formats, with digital out-of-home expected to grow from 12% to 17% of total out-of-home revenues by 2027. Cinépolis India’s move aligns with this broader industry shift towards data-driven and digital-first outdoor media solutions.

As part of the partnership, It’s Spotlight will bring its technology and operational capabilities to the Cinépolis network. Advertisers will have access to programmatic buying options, enabling more flexible and targeted campaign execution. The offering will also include real-time campaign optimisation and performance measurement tools.

Virkaran Singh said, “Cinema screens sit at the intersection of attention, intent, and experience, creating strong opportunities for brands to connect with a premium, highly engaged audience. This partnership allows advertisers to access a powerful yet largely untapped market, supported by programmatic capabilities, real-time analytics, and performance-linked execution across Cinépolis properties. With a presence across 23 states, brands can achieve national scale through a single buy with measurable results.”

Brands advertising through the network will be able to access metrics such as impressions, audience profiles and footfall data, enabling greater accountability and transparency. The integration of analytics is intended to help marketers assess campaign effectiveness and optimise media spends across regions and formats.

Through this expansion, Cinépolis India is positioning its cinema spaces as a viable digital out-of-home medium for advertisers seeking alternatives to traditional outdoor, social and online platforms. The partnership with It’s Spotlight reflects a growing convergence between exhibition, technology and data-led advertising, offering marketers a new channel to engage urban and youth audiences at scale.