Big Cinemas appoints iContract for digital business

Big Cinemas has appointed iContract to handle its direct and digital marketing business. Ten agencies had reportedly taken part in the pitch, including i-Contract and incumbent agency Alok Nanda Company. The account size estimated is in the region of Rs 15-20 crore.

i-Contract has been entrusted with the pan-India responsibility of unifying Big Cinemas' brand thoughts for 360-degree activities in direct and digital marketing.

Big Cinemas, a division of Adlabs Films Ltd, which is a member of the Reliance Anil Dhirubhai Ambani Group, is a cinema chain with about 400 screens spread across India, the US and Malaysia. After pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the cinema chain that screens films in all three formats.

In the years to come, more than 30 million people are expected to watch a movie on a BIG Cinemas screen. Having been the first cinema chain to cross 100 screens and now approaching 200 screens in India, BIG Cinemas is by far the largest cinema chain in India. It also has a fast growing international presence with over 200 screens across Malaysia and East, Mid West and West Coast US.