MUMBAI: Inspire Multiplex (IMPL) has unveiled its first multiplex named My Cinemas at Kandivali, the western suburbs of Mumbai.

The 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.

The 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.

The multiplex chain has ambitious target to have 300 screens in the next three years.

IMPL 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 choices.