Movietime promotes holographic, AR driven advertising in tie up with Kryp Media
By M4G Bureau - October 16, 2018
Brands like Samsung, Blackberry, Future Generali, Sun Pharma, and Viacom 18 have used holographic/AR content for some of recent OOH campaigns
Movietime chain of cinemas which operates multiplexes in Delhi, Mumbai, Jammu, Karnal and Davangere with 39 screens has tied up with Kryp Media to offer next generation 3D and augmented reality supported advertising opportunities at 20 of the select properties. Complete with creative support for the clients, this presents a unique proposition for the brands to engage moviegoers with next generation visual technology and is ideal for product launches, movie promotions, FMCG and E-commerce clients.
Lately, big brands like Samsung, Blackberry, Future Generali, Sun Pharma, and Viacom 18 experimented with holographic/AR content for their outdoor campaigns or events. Most of them were commissioned in malls or high footfall places like Metro stations for maximum eyeballs. Due to the novelty factor and visual effects, most of the installations got high level of engagement with 70% brand recall value. Now this is going to be a permanent feature at Movietime chain of cinemas (20 properties to start with).
Speaking about this avenue, Nimit Gupta, Owner Movietime chain of cinemas said, “Ideally holograms or AR installations work best indoors but with a high cost of installations at malls and public places without adequate protection makes it an unworthy proposition for permanent installations. On the other hand Movietime lounges would offer a perfect environment for permanent installations as well making it cost effective for the clients .”
Kryp Media, the driving force behind the tie up, will service the clients in terms of creative support and maintenance Talking about the joint venture, Karan Bhardwaj, MD & CEO said, “With rising interest in DOOH (8% growth as per Magna intelligence & IPG Mediabrands report 2017) holographic and AR based advertisements will soon become commonplace. Brands which will be early adopters of the technology stands to gain maximum before the novelty factor wears off. Banning of flex and plastic banners is also helping the cause.”