Mumbai-based Adlabs Cinemas has commissioned India's leading research agency, IMRB International, to carry out research that will probe the Indian cinema audience on parameters such as advertising exposure, cinema habits and exposure to media.

Adlabs Cinemas is a part of the Reliance Anil Dhirubhai Ambani Group, while IMRB International is part of the Kantar Group, WPP's information, insight and consultancy division,which operates out of 32 cities across 13 countries.

To be conducted in three phases, the IMRB study will focus on understanding the movie-goer's movie viewing habits, behaviour and attitudes, and also evaluate the efficiency of advertising options on Adlabs screens. Adlabs Cinemas presently has 175 screens spread over 67 properties across India.

Speaking on the research, Adlabs Cinemas COO Tushar Dhingra said: 'The Indian film industry is the largest in the world in terms of ticket sales and number of films produced annually.

'So far, cinema in India has very limited research to measure audience characteristics and preferences and hence, this is an initiative for us gather insights into the thinking of the new age movie viewer and to understand the exposure, experience and ad efficacy of the theatre medium.'

Hemant Mehta, senior vice president, IMRB International said: 'This is the first of its kind comprehensive study to understand the cinemagoers holistically as individuals, consumers and media targets.'