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Carnival Cinemas targets 3 lakh members in the calendar year for ‘Carnival Select’ program

30-January-2018
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Carnival Cinemas targets 3 lakh members in the calendar year for ‘Carnival Select’ program

Multiplex chain Carnival Cinemas in partnership with Pepperfry, Paytm and Tea Villa launched ‘Carnival Select’ lounge at the Carnival Cinemas IMAX Wadala offering a loyalty program and a cafe experience. It’s targeting three lakh members in its first calendar year with plans of setting up 70 lounge properties across 50 cities including Pune and Ahmedabad. The annual membership program is offered at Rs 499 through ‘Carnival Select Platinum Card’ with several cash back offers.

Dr. Shrikant Bhasi, Chairman and Founder of Carnival Group said, “We at Carnival Cinemas aim to provide our patrons with an experience that will translate beyond watching just a movie. The Carnival Select program is designed to make our loyal patrons feel special during each visit to our cinemas, a concept that also provides value-added benefits in various social touch points of their lives.”

Dina Mukherjee, Chief Marketing Officer, Carnival Cinemas pointed out it’s a self-sustained model. She explained, “Whatever accrued money of Rs 500 plus inside revenue generation from Tea Villa is going to sustain it. I don’t need additional budget to promote it. By introducing this I am also introducing another revenue stream.”

A certain portion of the marketing budget (5 per cent of the overall turnover) will be allocated for Carnival Select which Mukherjee emphasises to be its key differentiator. She will be identifying specific marketing methods for the communication, mostly digital and social media. “We don’t want to go over-the-top. So you won’t see much above-the-line (ATL). Also, two out of three partners (Pepperfry and Paytm) are online portals with a large base. So both my reach and communication become very efficient because of my partners. Tea Villa is also a known brand in Mumbai. These three brands will be communicating on Carnival Select lounge and its offering. We would also be doing it through radio, digital. Every time we open a lounge we will launch it. So we will be focusing on digital, social media, PR (in a big way) and launches through star cast.”
Mukherjee is also looking at holding ‘coffee-table discussions’, trailer launch and stand-up shows inside the lounge. “We have been approached and also approaching for chat shows with interesting people which will happen inside the lounge.”

Talking about the partnership, Madhur Deora, CFO & Senior Vice President - Paytm said, “We are excited to grow our relationship with Carnival Cinemas as the exclusive Loyalty and Reward Partner for the Carnival Select lounge program. We are focused on delivering an end-to-end experience to our users, both online on the Paytm app and offline at the cinemas. This innovative loyalty programme will help us make watching movies at the theatres more rewarding.”

“We are excited to extend our Studio concept to Carnival Select Pepperfry Lounges. Through this, millions of movie-goers across key cities will be able to experience our differentiated range of furniture. We’re certain that our Lounges will let people have a good time and add to the joy of a movie-outing. We’re looking forward to reaching out to audiences across 100 cinemas in the coming months as we strengthen this partnership,” said Mr. Hussaine Kesury, Chief Category Officer, Pepperfry.

Mickey Panjwani, Managing Director and Roopanshi Bhatt, Director, Tea Villa further added, “We are thrilled and gratified to join hands with one of the largest multiplex chain operators in India, Carnival Cinemas. Going to cinemas will be an experience for people. Moving ahead, we plan to deepen our alliance and expand our footprint to 100 cinemas across the country with Carnival Cinemas and even internationally. We look forward towards this alliance and to set new benchmarks in the entertainment industry.”

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