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<PublisherName>aimsjournal</PublisherName>
<JournalTitle>Allana Management Journal of Research, Pune</JournalTitle>
<PISSN>? ?2581-3137 (</PISSN>
<EISSN>) 2231 - 0290 (Print)</EISSN>
<Volume-Issue>Volume 9, Issue 1</Volume-Issue>
<PartNumber/>
<IssueTopic>Multidisciplinary</IssueTopic>
<IssueLanguage>English</IssueLanguage>
<Season>January 2019 - June 2019</Season>
<SpecialIssue>N</SpecialIssue>
<SupplementaryIssue>N</SupplementaryIssue>
<IssueOA>Y</IssueOA>
<PubDate>
<Year>-0001</Year>
<Month>11</Month>
<Day>30</Day>
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<ArticleType>Marketing Management</ArticleType>
<ArticleTitle>Scope and Impact of Cinema Advertising in the era of VoD __ampersandsign Online Streaming</ArticleTitle>
<SubTitle/>
<ArticleLanguage>English</ArticleLanguage>
<ArticleOA>Y</ArticleOA>
<FirstPage>1</FirstPage>
<LastPage>5</LastPage>
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<Author>
<FirstName>Sadaf</FirstName>
<LastName>Karim</LastName>
<AuthorLanguage>English</AuthorLanguage>
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<Abstract>Purpose - The current research seeks to throw light on the exuberant growth of over-the-top media services providers like Netflix and Amazon Prime in India, which provide the video on demand, online content and online streaming. The study aims to focus on the impact of VoD and online streaming on cinema advertising; if any. Also, this study will try comparing convenience and experience for the consumers when it comes to entertainment. Is online streaming actually hurting the Bollywood and Hollywood and thus the cinema industry? If marketers and advertisers should incorporate cinema advertising also as one of their marketing tools? Findings - The study reveals that the cinema industry is not dying and that there is ample scope of cinema advertising (on-screen __ampersandsign off-screen). Online streaming does not have much of impact on the cinema audience. The reasons being numerous include uninterrupted and undivided attention, larger than life screens, the Dolby digital sound, the technology and the overall experience of cinema theatres. These are the factors which actually the maximum of present youth generation wants in their very busy schedules. Originality/Value - The concept of VoD is a new trend and has gained popularity in India. Not much of study and survey has been done on the concepts related to the topic in study. My study will try to decipher insights on the subscribers and watchers of videos on demand and the audience of cinema which goes to cinema theatres. My study will also try comparing the two platforms as promotional tools and the convenience and experience between the two.
Research Methodology: The research is based on secondary data. The research is a descriptive research. The data has been obtained through articles, reports, research papers and already done surveys and questionnaires.</Abstract>
<AbstractLanguage>English</AbstractLanguage>
<Keywords>cinema advertising, video-on-demand (VoD), online streaming, over-the-top (OTT) media service providers.</Keywords>
<URLs>
<Abstract>https://aimsjournal.org/ubijournal-v1copy/journals/abstract.php?article_id=6306&title=Scope and Impact of Cinema Advertising in the era of VoD __ampersandsign Online Streaming</Abstract>
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<References>
<ReferencesarticleTitle>References</ReferencesarticleTitle>
<ReferencesfirstPage>16</ReferencesfirstPage>
<ReferenceslastPage>19</ReferenceslastPage>
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Dand;#39;Astous, Alain, Chartier, Francis (2000), A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies Vol. 22 Issue 2, p31-40
Ewing, Michael T, Du Plessis, Erik, Foster, Charles (2001), Cinema advertising re-considered Journal of Advertising Research; January/February , Vol. 41 Issue 1, p78-85, 8p
Faber, Ronald J. and Thomas C. Oand;#39;Guinn (1984),Effect of Media Advertising and Other Sources on Movie Selection Journalism Quarterly, 61 (Summer), 371-377
Hendley, Nate (2002), Cinema Advertising Comes of Age, Marketing Magazine; May 6, Vol. 107 Issue 18, p16-16, 1p
Johnson, Keith F. (1981), Cinema Advertising, Journal of Advertising, 10 (4), 11-19
Metcalfe, Sheri, Delagrave, Martine (1999), A different kind of media: Saturnand;#39;s 3 door coupe launch added some new twists to cinema advertising, Marketing Magazine; August 16, Vol. 104 Issue 31, p13-13, 1p
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Phillips, Joanna, Noble, Stephanie M (2007), Simply Captivating, Journal of Advertising; Spring 2007, Vol. 36 Issue 1, p81-94, 14p
Wilson, Rick T, Till, Brian D. (2011), Recall of preshow cinema advertising: A message processing perspective Vol. 19 Issue 1, p1-21.
The IAMAI and The Boston Consulting Group (BCG) report India@Digital.Bharat
Smart Insights - Global Social Media Research
https://www.forbes.com/sites/andrewarnold/2017/10/26/millennials-love-streaming-but-arent-ready-to-dump-cinema-just-yet/#2e3c772e6311
https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/</References>
</References>
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