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Audience study

Understanding the movie-goer

Adlabs Cinemas, part of the Reliance Anil Dhirubhai Ambani Group has initiated an extensive research through IMRB International that will take cinema audience measurement to new levels by successfully probing the Indian cinema audience on parameter s including advertising exposure, cinema habits and exposure to media.

The primary reason for advertisers’ renewed interest in the medium is the recent growth in audiences as well as loyalty of audiences to the cinema medium despite the several other options available.

Adlabs Cinemas has commissioned IMRB International to carry out the research.

Commencing this month and to 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.

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