ridays and weekends are multiplex time for many metro-dwellers. And for marketers, the multiplex is a growing and clutter-breaking mode of advertising just as it is for the film makers when just posters plus promos on TV are not enough. Where better to go than to kick start the movie's promotion well, within the cinema halls themselves?

In a number of product categories, the multiplex option is being considered for media plans. Therefore, multiplexes are selling themselves and the space within, in the most innovative ways possible. Even BPO (business process outsourcing) and ITES (information technology enabled services) companies have been using this option seriously. Why?... more