MUMBAI: In 2011, Inox's takeover of Fame India made for headlines,
while giving a fillip to the Anil Ambani-owned Reliance Capital
Partners and becoming the country's biggest multiplex chain
in the bargain.
Two years later, change is finally happening. On Monday,
17 September the Fame website www.famecinemas.com ceased to
exist, and is in the process of moving into the Inox website.
Alok Tandon has big plans of expanding and making Inox the best movie hub
All Fame properties will henceforth be called Inox. Also,
a marketing campaign comprising print, outdoor and radio and
spanning over two months has been kicked off to communicate
the new name to people. As part of the campaign, there will
be advertisements and inserts in a range of newspapers across
cities that house Fame multiplexes. The value of marketing
across 24 cities is pegged at approximately Rs 15-20 crore
by industry sources. Similarly, Fame will undergo physical
changes where the new logo of Inox will make its presence
felt on tickets, popcorn cups and uniforms worn by the staff.
About the acquisition, Inox Leisure CEO Alok Tandon said:
"The good points of Fame and Inox have been put together.
The first phase will see Mumbai experiencing the change this
week, after which, Kolkata and Bengaluru are next with cities
such as Pune, Panchkula and Dhanbad following suit."
Asked why it took two years for the renaming, Tandon said:
"The acquisition got finalised only this year in May
since we had to visit two courts (Baroda and Mumbai) in two
states- . Only after that could we start our renaming process."
With 73 multiplexes and 284 screens across 40 cities; of
which 25 multiplexes with 94 screens belong to Fame India,
Inox is in a happy space. Maharashtra boasts the highest number
of Inox multiplexes - 19 with 76 screens, followed by West
Bengal with 13 multiplexes and 49 screens. Indeed, the last
of Inox's 73 multiplexes was added only yesterday, in Haryana,
with nearly Rs 7-10 crore having gone into the setup. As things
stand, Inox claims to attract over four crore movie goers
Resul Pookuty has done the sound designing for the new presentation dater
What's more, plans are afoot to expand into cities like Greater
Noida, Gurgaon, Jalgaon, Madurai, Jamnagar and Manipal as
also increase the existing number of multiplexes in places
like Lucknow, Raipur and Surat.
To mark the change from Fame to Inox, a new 'Feature Presentation
Dater' has been created, with sound designing by Oscar Award
winning Resul Pookutty. "Our aim is to make the audience
experience high fidelity," says Pookutty, adding that
an atmos version of the same is on the anvil.
The question now remains whether Inox will continue to retain