MUMBAI: Mexican exhibitor Cinepolis, the world's fourth
largest multiplex chain will invest more than $300 million
to digitize its entire chain by 2013. So far it has
converted 61 per cent of its theatres to digital in
Mexico where it operates more than 2,400 screens.
The multiplex chain's goal is to become the first exhibitor
in Latin America to go 100 per cent digital. An advantage
in doing so is that in addition to state-of-the-art
film screenings it can also project alternative content
such as live and pre-recorded concerts and sporting
events, according to Cinepolis.
Cinepolis owns 2,800-plus screens in Latin America and
India and has recently cracked the US market with two
luxury cinema complexes in Southern California.
Cinepolis dominates Mexico with a 62 per cent market
share in box office revenue. In recent years, the Mexican
exhibitor has shown growing interest in India where
it has launched 32 screens and has plans to build more.