Business Daily from THE HINDU group of publications
Friday, Sep 21, 2007
ePaper
Business Daily from THE HINDU group of publications Friday, Sep 21, 2007 ePaper |
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Corporate
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Diversification Marketing - Strategy
Rahul Wadke Mumbai, Sept. 20 Public sector oil refining major Bharat Petroleum Corporation Ltd (BPCL) has launched a pilot project to build cinema halls at its highways fuel stations. The pilot would be carried out at two locations in Gujarat. It is a new revenue stream for the company. The films in digital format would be beamed to the fuel stations. The company has tied up with Cinemata, a film distribution unit of Sony Entertainment Television, to source the films. Each cinema hall will have seating capacity of 150 to 200. Mr Keshav Shenoy, General Manager (Highway Retailing), told Business Line that the new venture would increase non-fuel revenues and also bring entertainment for the highway customers. Customers from neighbouring villages would be able the films on the same day of release, he said. “Due to the digital format the producer of the film can track the viewer ship of the films. The format will also prevent piracy of the film,” Mr Shenoy. Initially, BPCL will set up the cinema halls in fuels outlets having 3.5 to 5 acres of space. The Indian School Petroleum, Dehradun has done the market study for the project. Mr Shenoy, said that if the venture was successful, then by 2010 about 300 fuel outlets would have such cinema halls. Refining companies are increasing looking at non-fuel businesses such as shopping malls and restaurants at their fuels stations for adding revenue. Recently, Indian Oil Corporation and the Future Group (formerly known as Pantaloon Retail Ltd), had signed a memorandum of cooperation for setting up petrol stations at Future Group malls and for establishing Food Bazaars at Indian Oil Petrol Station. More Stories on : Diversification | Strategy | Petroleum | Cinema | Bharat Petroleum Corporation Ltd
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