| Cinemax India Ltd has set a target of setting up 40 screens across 12 properties in Gujarat by the end of 2009.
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| The cinema exhibition arm of Mumbai-based Kanakia Group will invest between Rs 70,000 and Rs 1 lakh per seat for its multiplex plan of 10,000 seats.
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| Launching a four-screen multiplex in Ahmedabad, Devang Sampat, senior vice-president of Cinemax India Ltd, said the company would also open multiplexes in cities like Vadodara, Rajkot, Surat, Jamnagar and Bharuch. The company has a presence in cities like Himmatnagar and Gandhinagar in the state.
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| Of the four screens at the newly launched multiplex in Ahmedabad, three screens comprise 300 seats each while the fourth one, being a high-end luxurious screen, consists of 115 seats. To break the mould of a typical multiplex, Cinemax would be introducing differential pricing, said Sampat.
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| “The same cinema experience can be availed at different prices depending on the day of the week and the show timings. For instance, shows at the Versova multiplex in Mumbai are priced between Rs 70 and Rs 400, depending on the set criteria,” he added.
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| The company has also tied up with financial institutions and communication companies to offer varied schemes like prepaid cards. Among its partners feature Axis Bank, Visa, Mastercard and Vodafone. |
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