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Cinemax Cinemas launches new multiplex, marketing spend at Rs 30 lakh

09-September-2005
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Cinemax Cinemas launches new multiplex, marketing spend at Rs 30 lakh

For cinema lovers this is as good as it gets. Cinemax Cinemas has launched, what it calls, the biggest multiplex in Mumbai at Andheri. Cinemax Infinity Mall will be one of the most stylish and lavishly constructed multiplexes with amenities and grandeur to take moviegoers in an altogether different world.

On the occasion of the launch, Hiral Kanakia, Director, Cinemax Cinemas, said, “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 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 years to come.”

She added, “For the first time ever in Mumbai, two screens titled Gold and Silver have been introduced in the brightly lit lounge called the Red Lounge, which has recliner seats. The concept of recliner seats is being introduced after thorough research and understanding the comfort level of moviegoers. This will be the first of its kind in India where the magic of cinema can be experienced in such a luxury and high-class ambience with seating arrangement to match. The other screens will have swing chairs.”

Cinemax Cinemas has great plans for getting ahead of the competition. It claims to enjoy a 32 per cent share of the exhibition business and plans are afoot to launch similar multiplexes in Thane and Kandivali by the year-end. To create the buzz it has employed print, radio and outdoor as marketing tools and will be spending close to Rs 30 lakh.

With each passing year multiplexes are getting more and more suave and happening and the moviegoers certainly will be happy with more.

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