MAM

Carnival Cinemas launches MoviEcard; unlimited films for 30 days at Rs 149

MUMBAI: It’s a marketing tactic that could probably result in some executives skipping work or getting out of their offices earlier and into the cinema halls between Monday and Thursday. Some home bound ladies who stay glued to their TV sets could also join the queue outside the theatres. Exhibition chain Carnival Cinemas has announced the introduction of India’s first movie subscription service called ‘MoviEcard: Haqq se dekho’ from 22 May which can be used in its cinemas in 60 select cities across India. The card allows them access to unlimited releases in Carnival Cinemas over 30 days. What makes the card appealing is the sticker price of only Rs 149.

Carnival Cinemas reasoning: in the last few years, the biggest of the films with bankable stars have seen only 2 to 4 per cent of the total population watching the film on the big screen. The ticket prices have compelled the majority to stay away from the big screen and await the premiere of their beloved movie stars’ films on television. The choice of watching a grandeur on 5-inch phone screen or satisfying the urge to see the latest movie’s pirated version may be available, but it can never replace the experience of the 70 mm screen.

With this visionary outlook, Carnival Group promoter & chairman Shrikant Bhasi, aims to‘democratize movie viewing experience’ by making it accessible to all movie lovers across the country. The intent is to be able to offer month long cinema entertainment at the cost of a single movie ticket.

Says Bhasi: “At Carnival Cinemas, MoviEcard fits in perfectly with our vision of making movies accessible to every Indian. Over the years we have noticed that while people would like to enjoy a great film at the nearest Cinema Theatre, the regular ticket prices have always acted as a deterrent. Our endeavor with this MoviEcard is to break the entry barrier and allow all our patrons to enjoy as many movies as they wish to watch at the cost of one movie ticket. In order to be able to give this benefit to patrons all over the country, we are increasing our footprint rapidly and aim to reach 1000 screens by 2018.”

Adds MoviEcard Sales spokesperson Dina Mukherjee: “MoviEcard is a one of a kind program, that intends to shift the audience from 5” screens to the real magic of 70mm silver screens. Today only 2% of the overall population actually visits movie theatres. We intend to democratize the way we watch new movies or look forward to original content. Our intent is for every movie to get 60-70% occupancy, every Indian to be able to watch all new releases and every movie lover should carry a MoviEcard to enjoy their favorite stars in their full glory. The card has been designed to integrate all aspects of entertainment including F&B with nominal costs so that everyone can enjoy an enriching experience.”

Customers can purchase and renew the MoviEcard within no time either by logging onto www.moviecardindia.com or visiting the nearest Carnival Cinemas. One can also obtain the card by calling at toll free number 1800 102 5060 and mobile number +91 7710097900, Carnival’s helpline numbers.

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