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Imagine this. You go for a late night show at a multiplex and like a dress that the actress wore in a song. You feel the urge to buy a similar dress right away, but it’s late in the night. No store would be open! No sweat. Reliance Media Works is throwing open its multiplex chain Big Cinemas to retailers.
The chain plans to build a retail environment at its multiplex and generate additional revenue stream for its theatre business. “Through the width of the Big Cinemas network, we are examining the possibility of introducing big retail brands who can be our partners. This would lead to adding healthy revenues for the network,” said Venkatesh Roddam, CEO, Reliance Media Works.
distribution network
Big Cinemas is the film exhibition vertical within Reliance Media Works.
The Reliance ADA Group company has been attempting to improve its profitability and rationalise its theatrical exhibition business.
With 250 screens across 100 properties, Big Cinemas has the bandwidth to support other retailers who might want to ride on its multiplex chain to sell their wares. As Roddam adds, “As we have created a distribution network through Big Cinemas, it can serve as a retail environment for brands which could include even fashion products and luxury brands ranging from shoes to clothes.” At present, ticket sales are the biggest revenue generator for multiplex chains, apart from advertising and food and beverage revenues.
“When most of the shops are closed, consumers can come into the stores even late at night after watching a movie at our theatres,” says Roddam.
Future of shopping
Since space might be constraint, Big Cinemas is also open to exploring a virtual wall or even an online format for retailers.
“There are several changes in the way people shop and the store of the future should be open 24/7. Technology can enable us to create a virtual wall where consumers can visually choose what they want to buy. Such ideas are at a formation stage but we are creating capabilities in retail through our Big Cinemas network,” said Roddam.
Last year, Reliance Media Works shut down nearly 10 properties mainly in the east and south. Today Big Cinemas has the highest number of screens and properties in Maharashtra (28 properties and 89 screens) and Uttar Pradesh (14 properties and 39 screens). “Going forward we would like to maintain these 250 screens at 100-odd properties and this is going to be our optimum size,” said Roddam. Big Cinemas claims to have a 30 per cent share in the multiplex business with nearest competitors being PVR Cinemas and Inox.
purvita@thehindu.co.in
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