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Beckham will bend it at cinema again

Don’t be surprised if your neighbourhood multiplex looks like a football stadium this June. There are screenings of matches, games...

Shabana Ansari

Updated : Nov 19, 2013, 11:17 PM IST

Multiplexes across city plan exciting World Cup promos, screenings to cash in on football fever

MUMBAI: Don’t be surprised if your neighbourhood multiplex looks like a football stadium this June. There are screenings of matches, games, contests and attractive giveaways on offer as cinema halls in the city get ready to cash in on the 2006 FIFA World Cup frenzy.

“We will have football-related games across our multiplexes complete with goal posts, team jerseys and a replica of the FIFA Cup,” said Tushar Dhingra, COO, Adlabs Cinemas. Winners would take home merchandise like mini footballs, wristbands and caps while a lucky few would win an all-expense-paid trip to the country that wins the Cup, Dhingra added.

Decked up in the colours of the participating teams, multiplexes are even planning to screen matches.

“We are in talks with ESPN, which will sell us screening rights,” said Shrikant Hazare, marketing vice-president, Inox. He said they would also need special permission from the police and the collector’s office. “Since most of the matches would begin at 12.30am, there is no question of cancelling our regular film shows.”

Even Cinemax is planning a similar promotion. “We would have lucky draws and contests where winners would get passes for the matches in Germany,” said Devang Sampat, marketing manager, Cinemax.

Cinemax would also screen the semi final and final matches at its Andheri and Thane multiplexes.

Fans can try their hand at football-centric games at Fun Republic. “We are focusing on creating a sporty ambience on our multiplex,” said Niranjan Prakash, marketing head, Fun Republic.

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