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 Fun
Republic - Mumbai is the second in a chain of nationwide integrated
entertainment centers being set up by E-City. Situated near the
Lokhandwala Complex at Andheri West in Mumbai, Fun Republic has
four cinema screens with a total seating capacity of 1300 patrons.
The centre also has over 16,000 square feet of shopping, a food
court and a games area.
A press release quotes E-City CEO Atul Goel as saying: "We are
delighted to join hands with Madison and we look forward to benefiting
from their unique experience in media. The entertainment industry
presents some unique and exciting challenges and opportunities in
terms of media buying. Typically our marketing and promotional efforts
are focused around four entertainment mix and it is imperative that
we explore and venture beyond traditional media to ensure a 'connect'
with target consumers. Scientific and well thought out media planning
and buying processes significantly augment the reach of a company's
marketing budget".
The release also quotes Madison Communications CMD Sam Balsara as
adding: "We are happy that E-City chose Madison Media to make
their Fun Republic entertainment centres, a household name. Promoting
an entertainment property is an exciting business and we hope to generate
and execute some clutter bursting ideas for Fun Republic."
"Marketing of entertainment properties has become increasingly
sophisticated with consumers being bombarded with multiple messages
across platforms. Our endeavour is to ensure that brand communications
span the spectrum of media consumed by our target consumers in the
most optimal way without being overtly intrusive," says E-City
head - communications and corporate partnerships Prakash Mirpuri.
Mirpuri further elaborated that the company is exploring the possibility
of entering into strategic alliances with key media partners and
with a select bevy of brands to enhance the collective reach of
the media spend with prime objective of adding value to each of
the consumers. "To this end, we are offering media opportunities
within our centers themselves and have identified a clutch of over
two dozen synergistic categories of goods and services, with whom
we can partner to share media costs and embark on joint activities,"
Mirpuri added.
E-city's first Fun Republic has been in operation in Ahmedabad
since July 2001. The next Fun Republic will open in the coming weeks
at Chandigarh. The other cities where Fun Republic will roll out
are Bangalore, Hyderabad, New Delhi, Indore, Surat, Pune, Lucknow
and one more center at Mumbai.
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