MUMBAI: Inspire Multiplex (IMPL) has unveiled its first multiplex named My Cinemas
at Kandivali, the western suburbs of Mumbai.
multiplex has 668 seats and it claims of interiors of international standards,
optimum mix of recliners and luxury seating, high levels of hygiene, varied food
and beverage options and high and consistent service standards.
company is also planning to launch its next property in Haridwar in the first
quarter of the next year. The next property that My Cinemas will open in Q4 2010
would be in Bulgaria with four screens at a shopping mall in Pleven Bulgaria.
The company is also sizing up the markets in Romania and Turkey.
multiplex chain has ambitious target to have 300 screens in the next three years.
director Amitabh Vardhan said, "There has been stagnated growth seen in this
year. To come up with sustainable growth, we needed to go beyond the traditional
marketing strategies. A radical innovation was needed and last year, the Inspire
group began testing lower pricing structures at several cinema sites around the
country, with huge success.
Our research has shown that nearly half of
our customers find movie-going expensive and we want to get new audiences to experience
the magic of cinema. We believe the changes will be a boost for local filmmakers
as well, with not only more people being able to afford movies, but making it
a far less risky purchase - and we hope people will be more adventurous in their