Learning a lesson from last year, multiplex chains have decided to show cricket matches instead of films during the Indian Premier League (IPL) season. Chains like Cinemax, Inox, and Fame along with some standalone multiplexes in the country have signed a pact to show the live satellite feed of IPL matches between March 12 and April 26, 2010.
The multiplexes agreed to this drastic business strategy after incurring huge losses during last year’s IPL. Most of them registered fewer than 10% footfalls. Multiplex owners said they “didn’t have much options” as all big film producers had decided to withhold releases during the IPL. “We wanted to do something like this last year,” said Devang Sampat, senior vice-president, Cinemax. “Producers are unwilling to release films in this 45-day window and we have to give something to audiences.”
Multiplexes said they will dedicate two shows. They will charge regular ticket rates. “We want patrons to come to the halls,” said Rishi Negi, CEO of Fame. “If we don’t have movies to show, we are giving you cricket matches that you would like to watch. You don’t have to pay a penny extra to see the high-definition images.” Leading multiplex chains are pledging to dedicate at least one screen at every location to the IPL.
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