on't think 'segmentation' is merely a fancy term thrown around by suits in client meetings. Adlabs brought the concept of segmentation ever so close to cinema viewing audiences when it recently announced Baby Bliss, the latest, in a long list of initiatives of what it terms Appointment Viewing.

Every Sunday at 10.30 AM in pre-arranged Adlabs halls, young parents can watch a movie, unworried about their young wards disturbing the rest of the audience in the hall. As part of the initiative the screen lights in the hall would only be dimmed (instead of being completely dark), in order to ensure that the children are not scared during the screening. In addition, other facilities like a nappy changing corner and a milk-warming corner are provided. A special healthy food menu will be available for children and parents can choose between hot chocolate and Bournvita. Parents can also ask for some toys to keep their children busy during the screening of the film. ... more