Cinemax will open its seventh multiplex in Mumbai in the Infinity mall in Andheri‘s Versova on 9 September. With two more multiplexes to launch in Thane and Kandivli East in the next two months, the company expects to take the total number of its movie screens to 34.

Cinemax, which asserts a market share of 32 per cent in the Mumbai market, hopes to capitalise on the successful movies Bollywood has been churning out this year. "2004 was a bad year for exhibitors because of the lack of blockbusters. But this year, the scenario is different. We have many successful movies. Hence the theatre occupancy is expected to record an increase of approximately 55 per cent this year," says Cinemax chain of multiplexes director Hiral Kanakia.

Cinemax director Hiral Kanakia

According to Kanakia, Cinemax has invested approximately Rs 150 million in the Cinemax Infinity Mall, which introduces the Red Lounge concept in Mumbai. On the marketing and promotion front, the company has invested about Rs 2.5 million. Cinemax is focusing on radio, print and outdoors for its promotional activities.

The Cinemax Infinity multiplex offers six screens and seating capacity of 1671. Two screens titled Gold Screen and Silver Screen are introduced in the brightly lit lounge titled The Red Lounge, which has recliner seats. These seats are designed in such a way that they can go back as per the convenience of a viewer. The other screens in the multiplex will have swing chairs.

Kanakia adds, "Cinemax has provided cinema lovers in Mumbai with the best movie viewing experience, be it our screen size, picture or sound quality and the innovative offers for our consumers. We are constantly striving to provide our clientele with special service. Changing themes and technical brilliance keep us ahead of our competitors and this mega Multiplex with state of the art luxury amenities and comfort will be the landmark for the years to come".