There are 2 things which unites India- Cricket and Cinema. We eat, breathe and drink the same. The unmatched power and reach of Cinema has over the years been harnessed by marketers through in-film and in-cinema advertising, so much so that the pie of in-cinema advertising has already crossed the Rs 500 crore mark as per KPMG estimates. India is a land of films. Every year nearly 800 films get made and released in theatres. There are about 10,000 cinema screens available for advertising in India.