Now, catch World Cup action in multiplexes

MUMBAI: Football lovers can rejoice. They will be able to watch the World Cup semi-final and final matches live at city multiplexes.

Exhibitors have reached an agreement with ESPN-STAR Sports, official broadcaster of the Cup. Tickets will be priced between Rs300 and Rs500, and there will be value-added services such as well-stocked bars, unlimited beer, and gifts.

“We have tied up with a liquor brand and obtained the mandatory permissions,” said Devang Sampat, general manager, marketing and sales, Cinemax cinemas.

Tushar Dhingra, chief operating officer, Adlabs cinemas, said the multiplexes would pay a hefty royalty but “will not pass on the additional costs to the audience.”

The additional cost is for upgrading equipment. But multiplexes believe it’s worth it. “To be associated with the Cup is a great brand building exercise,” said Rahul Merchant, head of sales and marketing, Fame cinemas.