The Hindu Business Line : Cinemax plans expansion, to set up 500 screens

Entertainment company, Cinemax, is on an expansion spree. The company plans to set up as many as 500 screens in the next five years across the country, with an investment of Rs 400 crore.

Ms Hiral Kanakia, Director, Cinemax, said that the company plans to foray not only into the metro markets of Delhi, Chennai, Bangalore, Hyderabad and Kolkata, but also into smaller markets such as Indore, Nagpur, Vijaywada and Guwahati.

Also on cards is the launch of gaming zones at its multiplexes, which would be branded as Giggles. "We are launching the first one at the Eternity Mall in Thane and based on its success, we would take it to our other multiplexes," said Ms Kanakia.

The company is also planning to invest a considerable amount in marketing and brand-building this year. It has recently launched a new icon, `X', within which it features all the information it wants to convey, in the entertainment section of the newspapers. "This small media innovation done by Madison, helps to break the clutter and increases the brand's visibility," Mr Devang Sampat, General Manager (Marketing), said.

Among the various promos that the company is planning are the launch of a film club, Reload, as part of which it would screen award-winning international films every Sunday. "We plan to air films from various countries, which people mostly get to see only in film festivals," said Ms Kanakia.

Also on cards is the launch of an Oscar forum, as part of which it would screen Oscar winning films and get experts from the industry to discuss the film. "These activities would help pull crowds and increase footfalls so that our loyal patrons don't go to competition," said Mr Sampat.