Going to the movies?

Interestingly, these are the various factors that have turned the traditional hall into a live brand with a host of differentiating factors. Multiplexes like Cinemax & Fun Republic even have loyalty cards that give you points for sharing your movie experience with them. It is, therefore, not surprising to see the sort of investments that the big guns are looking at.

Reliance’s Adlabs has bought licensesfor the Kanpur-based Rave Cinemas. This gets them instant access to 23 screens over Delhi/NCR, Haryana, Uttar Pradesh and Punjab. So from their current 62 screens, Adlabs has made the prudent choice of entering even Tier II cities and started establishing visible brands. “Consolidation in exhibition space & integration with production houses will lead to faster development of movie business & significant value creation,” states Ravi Sardana, Senior VP, ICICI Securities Ltd.

For Complete IIPM Article, Click on IIPM Article

Source: IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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