Television

Fame is dead, long live Inox

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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.

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 annually.

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 its Fame?

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