Now Networked Digital Ads in Cinema Halls

Real Image Media Technologies, a digital technology provider for the film, video and audio industries, has patented a networked digital advertising technology called QMedia in India and the US. In the past two years, the company has installed a tool called QCine in 350 screens in India and 150 screens in 15 international markets.

QMedia enables Real Image to centrally control the advertisements aired on screens where the tool is installed. The company's digital cinema division operates under the brand name, Qube Cinema.

Jayendra Panchapakesan, director, Real Image, says, "This gives me the flexibility to match the nature of the advertisement with that of the movie, it’s show time and prospective audience. This allows us to charge the advertisers on a per-screening basis rather than on a per-week basis, which leads to a 25-40% premium on ad revenues."

Tan Ngaronga, chief operating officer, Sathyam Cinemas, says installation of digital projection equipment in theatres can cost anywhere between Rs 12 lakh to Rs 35 lakh, plus the annual maintenance of 10-15% of their purchase cost.

The patent, filed for in 2001, covers the concept and technology of audiovisual play out devices installed at different places where media is downloaded from a central server and scheduled for play out as required. The Government of India had issued patent numbers 202969 and 202980 for this system earlier.

Digital cinema has given cinema advertising a much needed boost. Advertisers such as Nokia, Parle, Reliance, Tata, Dabur, Cadburys and Colgate have come on board with Real Image to advertise on digital cinema screens.