Cinema advertising gets a blockbuster boost as Dhurandhar 2 drives a surge in brand spends

Cinema is re-emerging as a high-impact advertising medium in India, with brands lining up to tap into the scale of blockbuster releases. Dhurandhar: The Revenge, one of the most anticipated films of the year, has already drawn significant advertiser interest following its release, with over 70 national brands and nearly 400 advertisers securing ad slots across UFO Cine Media Network, a digital cinema advertising network.

The development underscores how large theatrical releases are increasingly being viewed not just as entertainment events, but as mass-reach marketing platforms capable of delivering millions of engaged consumers in a single window.

UFO Cine Media estimates that the film could generate more than 60 million footfalls across India, with its network accounting for roughly 40% of that reach. For advertisers, this translates into access to a large, captive audience in a premium viewing environment—an advantage that is becoming harder to replicate on fragmented digital platforms.

Are advertisers returning to the big screen?

The strong demand around Dhurandhar: The Revenge signals a broader revival in cinema advertising, particularly around tentpole releases. Brands across sectors including FMCG, automobiles, BFSI, smartphones, and construction are leveraging the film’s scale to maximise visibility and recall.

Companies such as L’Oréal, UltraTech Cement, JSW, Mahindra, Samsung, ICICI Bank, Hero MotoCorp, Maruti Suzuki, Adani Wilmar, and Raymond are among those that have committed ad spends around the film’s theatrical run.

Industry executives note that cinema offers a unique combination of high attention and minimal distraction, making it particularly effective for storytelling-led campaigns. This has prompted brands to increasingly allocate budgets to theatrical advertising during major releases, especially in opening weeks when occupancy levels peak.

“Cinema offers a captive, highly attentive audience where viewers are more receptive to brand messaging, driving stronger recall and engagement—especially during blockbuster releases,” said Sachinn Guptaa, country head – enterprise business, UFO Cine Media Network.

How are scale and localisation driving demand?

Beyond reach, cinema networks are also offering advertisers the ability to target specific regions and language markets. This has become particularly relevant as films with strong regional appeal drive concentrated footfalls in certain geographies.

Advertisers are using this capability to run localised campaigns aligned with audience demographics, while still benefiting from the scale of a nationwide release.

Are blockbuster economics driving ad demand?

The growing advertiser interest is closely tied to the economics of blockbuster films. Previous releases such as KGF, Pushpa, Kantara, and Baahubali have demonstrated the ability to draw massive footfalls, creating high-demand windows for ad inventory.

The Dhurandhar franchise is expected to build on this trend. The first instalment reportedly grossed ₹1,400 crore, and industry estimates suggest the sequel could cross ₹2,000 crore, potentially drawing over 40 million viewers to theatres.

For media planners, such numbers make a compelling case for cinema as a mass-reach medium at a time when audiences are increasingly fragmented across digital platforms.

Can a strong content pipeline sustain momentum?

The resurgence in cinema advertising is also being supported by a robust pipeline of big-ticket releases. Films such as Ramayana, Toxic, Maatrubhumi, and Avengers are expected to drive sustained footfalls through 2026, providing multiple opportunities for brands to align with high-visibility content.

Executives at UFO Cine Media Network say this trend is likely to strengthen as theatrical consumption continues to recover and evolve post-pandemic.

As brands look for more effective ways to cut through advertising clutter, cinema—once seen as a supplementary medium—is increasingly being repositioned as a core channel for high-impact campaigns anchored around blockbuster releases.