The city of Mumbai is often referred to as the cultural capital of India with respect to films. As a result, the city houses an incredible number of multiplexes and cinema halls to cater to the insatiable thirst of the locals of the city. Top multiplex brands such as INOX, Big Cinemas and Cinemax dominate the market, with 11, 11 and 14 properties respectively, and over 150 screens between them. Other popular multiplexes include Cinepolis, Galaxy, Gossip Cinemas and PVR. Leading cinema advertising agency in Mumbai, releaseMyAd, has facilitated the online booking of cinema ads on any of the multiplexes in Mumbai. Cinema advertising is often underrated and unexplored, but it is a great advertising venue, and quite cost effective.