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Others Fun Republic looks to be a total entertainment solutions provider

Fun Republic looks to be a total entertainment solutions provider

Author | Saurabh Niranjan Turakhia | Monday, Aug 08,2005 7:11 AM

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Fun Republic looks to be a total entertainment solutions provider

Fun Republic, the standalone cineplex, celebrates its second anniversary on August 8. While quite a few promotions are planned for the event, there will also be surprise gifts for cine aficionados who visit the place.

Divulging details on the journey till now and the road ahead, Niranjan Prakash, Group Leader, Sales and Marketing, Fun Republic, said, “Fun Republic has successfully established itself as a fun destination, where not only individuals but also families can chill and enjoy. There are a whole lot of options for someone wanting to have fun, ranging from a bowling alley to bookstores, gaming to food court, etc. Our efforts have paid well and that’s why our audience is loyal and not flighty.”

It is interesting to note that Fun Republic has chosen not to mix retail shopping with cinema. Prakash explained, “We have realised that it is not wise to overlap shopping experience with cinema experience. We don’t want to get distracted and hence, will focus on becoming a holistic entertainment destination.”

Rajesh Menon, Business and Operations Head, Fun Republic, expressed pleasure on the performance of Fun Republic, “We are happy with the numbers we are getting. There is something very peculiar about the Mumbai audience. While on one hand, it is very mature, it is also prompt in admiring something that delights.”

Agreeing with him, Prakash said, “One really has to go beyond traditional promotional measures like contests in Mumbai.”

In the midst of a re-branding exercise, Fun Republic also has plans to expand to other areas as well. For example, two more outlets will be opened in Mumbai and five in Delhi. Plans are on to add outlets in Lucknow, Kanpur and Bangalore as well.

Throwing more light on the re-branding exercise, Prakash said, “Keeping Fun Republic as the mother brand, the new identity will be ‘Fun Cinemas at Fun Republic.’ This way, each SBU will get a chance to develop on its own.”

Menon also discussed the possibility of late night shows, saying, “Though everything can happen subject to government approval, the possibility can’t be ruled out, considering the increasing number of offices working 24x7.”

One of the laudable initiatives that Fun Republic has taken is helping non-banner movies like ‘My Brother Nikhil’ and ‘Page 3’ to reach to the public. Prakash also pointed out small but surely important elements that differentiated Fun Republic from others.

“Our seats are wider, the screens are larger and we are working on things like ambient media and event based gratification. In order to be technologically superior, we have acquired Dolby Digital Ex Surround by way of which there will be better and distributed sound effects, thereby enhancing the whole experience,” he said.

While talking about indirect competition that Fun republic faced, Prakash said, “Fun Republic doesn’t just compete with cinema houses. It competes with every option of fun or entertainment a consumer has. In that sense, a Mocha outlet may also compete with us.”

Menon divulged that there was an attempt to add fun to everything. “In fact, Fun Republic has so many offerings that one can spend the entire day there, having fun all along,” he stressed.

Prakash summed it up in real IT style, “We are a total entertainment solutions provider.”

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