Cinépolis India partners with It’s Spotlight to operate digital screens across 100+ properties

Cinépolis India is expanding into cinema advertising with a nationwide deployment of digital screens across its lobby spaces. The company has appointed It’s Spotlight, a digital out-of-home (DOOH) media company, to operate and commercialise the inventory. 

The deployment covers over 350 LED screens, video walls, and digital displays across Cinépolis’s 101 cinemas in 63 cities spanning 23 states and Union Territories. 

“Cinema environments offer advertisers access to audiences in a focused, lean-forward setting which is distinct from outdoor and transit media,” said Devang Sampat, Managing Director of Cinépolis India. “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.” 

Indeed, according to an EY-FICCI M&E Report 2024, India’s out-of-home advertising segment reached ₹5,920 crore in 2024, with digital OOH expected to grow from 12% to 17% of total OOH revenues by 2027.  

“Cinema screens sit at the intersection of attention, intent, and experience, creating strong opportunities for brands to connect with a premium, highly engaged audience,” said Virkaran Singh, Founder & Director of It’s Spotlight. “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.” 

Advertisers will have access to programmatic buying, campaign optimisation, and performance metrics, including impressions, audience profiles, and footfall data.