PVR-INOX, India’s largest film exhibitor, has secured a significant advertising partnership with Khushi Advertising Ideas Pvt. Ltd. (KAIPL) for the fiscal year 2025. This collaboration aims to strengthen cinema advertising in South India, a vital market for the cinema exhibition industry.

The five-year deal marks a strategic move for PVR-INOX, which operates 1,750 screens across 357 properties in 111 cities in India and Sri Lanka. With a seating capacity exceeding 357,000, the partnership with KAIPL, the largest cinema advertising concessionaire in India, reinforces PVR-INOX’s market share in a region experiencing substantial growth in cinema advertising, ANI reported.

Khushi Advertising boasts over 20 years of experience and manages an extensive network of more than 9,000 screens across various multiplex and single chains, including PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO, and QCN. The collaboration is expected to enhance PVR-INOX‘s advertising revenue, which has seen a decline in contribution post-COVID.

According to Gautam Dutta, CEO – Revenue and Operations at PVR INOX Limited, cinema advertising traditionally contributed 10-11 percent to their total revenue. However, this fell to around 7-8% during the recovery phase following the pandemic. Dutta expressed confidence that this partnership will help regain pre-COVID revenue levels, stating, “This new strategic partnership goes beyond the transactional value. It aims to reform the market and provide better control over market narratives and commercials.”

Vishnu Telang, CEO of Khushi Advertising, highlighted the remarkable growth of the South Indian film industry, driven by blockbuster hits like ‘KGF 2’, ‘RRR, Salaar Part 1: Ceasefire’, and ‘Pushpa’. With anticipated releases such as ‘Vettaiyan’, ‘Kanguva’, and ‘Pushpa 2’ set for this year, 2024 is poised to be the “Year of South Movie Dominance.” Telang emphasized that this partnership will enhance advertising opportunities, allowing brands to engage effectively with a passionate audience.

Khushi Advertising aims to provide integrated out-of-home (OOH) solutions across India, utilizing venues such as malls, airports, and corporate parks to maximize brand visibility. The partnership with PVR-INOX is expected to amplify advertising revenues and deliver targeted messaging to audiences in vibrant environments.

Pranay Shah, Director at Khushi Advertising, stated, “We are thrilled to announce our strategic partnership with PVR INOX. This collaboration aims to revolutionize cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment.”

As cinema attendance continues to rise, the partnership between PVR-INOX and Khushi Advertising is set to create memorable experiences that leave lasting impressions on audiences while driving significant growth in advertising revenue for both companies.