OAC

Devang Sampat of Cinepolis India decodes why silver screen still holds golden power at OAC 2025

At the 19th edition OOH Advertising Convention, Devang Sampat, Managing Director of Cinepolis India, delivered an insightful session on how cinema is a high-impact advertising medium. His message was loud and clear that visibility in cinema goes beyond, to create emotion, immersion, and unforgettable memories.

Published

July 22, 2025

M4G Bureau

On Day 1 of the OOH Advertising Convention 2025, the spotlight turned towards the silver screen as Devang Sampat, Managing Director of Cinepolis India, delivered an insightful session on the theme ‘Monetising Cinema Advertising: Abhi Picture Baaki Hai Mere Dost!’

With his trademark wit and passion for the medium, Devang kicked off the session by thanking the organisers for recognising cinema as a serious player in the advertising mix. He began with a nostalgic look at the history of advertising, right from ancient paper-based promotions to the advent of radio, television, and digital platforms. He positioned cinema not as a competitor but as a complimentary force. Devang said, “Cinema compliments and completes the media mix with immersive, high-impact storytelling.”

He further informed the audience that India has around 9,000 cinema screens, a number that has surprisingly remained unchanged over the past 20 years. He mentioned, “Despite our massive population, we’re still at 9,000 screens. To put that in perspective, countries like the US and UK have over 130 screens per million people. In India, it’s just 8. That’s one of the lowest screen densities in the world and that tells us the kind of growth potential this medium still holds.”

Devang also discussed the hurdles that the medium faces. From billing delays and compliance issues to outdated perceptions of the medium, cinema advertising faces its fair share of industry challenges. But he remained optimistic, stressing that impact is cinema’s strongest card. He reiterated, “The brief evolves, the budget shrinks, ROI get blurry, payments take the scenic route, but what remains constant is the impact.”

Devang also discussed about the deep impact that the content brings. He emphasised that strong content makes cinema more promising. In a world cluttered with distractions, cinema offers a rare space where audiences are truly present and emotionally connected.

To drive home the message, Devang mentioned that the Silver Screen still holds golden power. He signed off by saying, “It’s not just advertising, it’s immersive, it’s emotion, it’s memories.”