Aamir Khan-starrer PK has not only emerged as the highest-grossing Indian film of all time but has also attracted the most advertisers to theatres where the movie was screened. The movie , directed by Rajkumar Hirani, has earned Rs 620 crore ($100 million) in box office collections worldwide, and still counting. A total of 415 brands (282 national and 133 local) have advertised at the screens showing the movie, according to the latest Cinema Audit and Monitoring (CAM) December 2014 report by WPP group company Interactive Television and Ipsos MediaCT. Cinema advertising is emerging as one of the promising media for brands, says Ajay Mehta, Managing Director, Interactive Television. The movie was shown across 4,000 domestic and 844 overseas screens. CAM, which tracks trends in cinema advertising, audited 200 screens across Delhi and the National Capital Region, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad and Pune in the opening week of the theatrical release of PK (December 19 to December 26). The top three categories of advertisers were food and beverage, banking and finance, and beauty and personal care. ChocOn, a chocolate brand that maintained its top position consecutively in the last 11 months, has been taken over by ethnic mens wear brand Manyavar. The religious satire, as many call it, was in the thick of a controversy soon after its release on December 19 for its theme. PK has surpassed recent movies such as Happy New Year (Rs 383 crore), Bang Bang (Rs 340 crore) and Kick (Rs 377 crore), according to industry estimates.
Posted on: Wed, 14 Jan 2015 16:57:34 +0000
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