The Hindu Business Line : Shringar Cinemas plans `no frills' theatres

The exhibition division of the company plans to launch a new brand of `no frills' theatres with tickets priced at nearly half that of its Fame brand of multiplexes.

Speaking to Business Line, Mr Shravan Shroff, Director, Shringar Cinemas, said, "Currently we are developing a concept of having a chain of no frills theatres which would not be as jazzy as our existing multiplexes. These theatres would be launched either with new properties or we could even look at existing theatres."

Having set up a separate team to develop its new model, Shringar Cinemas is exploring new options of going down the price value chain by launching a new brand of theatres, which would cater to the audiences who cannot afford multiplex prices. "Just like we have low-cost air carriers and hotels, these would be low-cost theatres, where we would be cutting costs in different areas such as flooring and seats. These theatres would probably have air coolers rather than air-conditioners," said Mr Shroff.

Shringar Cinemas would ensure that the location of its new brand of theatres is not in the vicinity of its existing multiplexes.

In the international market, the concept of `lower priced no frills' theatres already exists and the `Eazy Cinema' chain of theatres in the UK is an example, according to Mr Shroff.

"Today we are in the process of developing a model and we intend playing the volume game in the median category of theatres. In fact, these are likely to be single screen theatres and will not be as flashy as our multiplexes," added Mr Shroff.

With scaled down prices, the `no frills theatres' will have its tickets at almost half of that of the existing Fame multiplexes.

"The average price at the Fame multiplexes is Rs 140 and while the new theatres could have its tickets pegged at nearly Rs 70," Mr Shroff said.

Having appointed Alok Nanda and Company, a creative boutique to create the Fame brand for its multiplexes in 2001, the company would consider a separate brand name for its chain of `no frills theatres.'