Taking forward the 'Big' proposition, Reliance ADAG has rebranded its Adlabs Films' cinema chain as Big Cinemas. Starting October 28, Big Cinemas would be simultaneously leveraged across its 73 properties throughout the country throughout the country, totaling 186 screens, with the tagline 'Ab Bada Mazza Ayega'.
An ad campaign, conceptualised by McCann Erickson, will break on the same day to support the rebranding exercise. The 360-degree campaign spans television, radio, print, outdoor and online campaigns. The new brand has been designed by Singapore-based international creative agency Bonsey Design.
Movie enthusiasts can make bookings on the new website www.bigcinemas.com. Over three million visitors are expected to visit a Big Cinema in the next year.
When contacted by exchange4media, Tushar Dhingra, COO, Big Cinemas, said, “Reliance ADAG had acquired Adlabs Films three years back when it was operational in only three locations with 23 screens. In these three years, the geographical footprint of Adlabs Films has increased tremendously and it now operates as India’s largest cinema chain with about 400 screens spread across India, the US and Malaysia. It has a significant presence in the film distribution space with a nationwide presence across India as well as offices in London, New York, Los Angeles and Malaysia. Therefore, we inferred that this was an appropriate juncture to integrate Adlabs Cinemas to Big Cinemas.”
Dhingra further said, “The tagline, ‘Ab Bada Mazza Ayega’, is in synergy with our brand proposition ‘Big’. We swear by thinking ‘Big’ and creating a larger-than-life experience for our customers. Nonetheless, keeping in mind that the entertainment space is our forte, our price range starts from Rs 10 and goes up to Rs 1,000.”
“This is the largest consumer brand change in the entertainment domain. We feel that the brand's fresh new look will appeal to our wide range of guests from both metros and smaller cities alike,” he added.
Anil Arjun, CEO, Adlabs Films Ltd, said “Big Cinemas is in sync with Reliance ADA Group’s philosophy for a single monolithic consumer entertainment brand ‘Big’. On the auspicious occasion of Diwali, we will roll out Big Cinemas, which is consumer-friendly and consolidates ‘Big’ entertainment as an entity. Big Cinemas will consolidate the brand equity earned by Reliance ADAG through Big FM, Big Street, and Big TV among others. This reinforces the Group’s philosophy of ‘Think Bigger. Think Better’.”
He added, “India is the first step in our international brand rollout. Big Cinemas will also be rolled out across over 200 cinemas in the US and Malaysia shortly.”
All future cinemas would also be launched under the Big Cinemas brand. After pioneering the IMax experience in India, it recently launched 3D and 6D technology and is the only cinema chain to screen films in all three formats. It is also launching the first megaplex in the country.