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Q&A: Javier Sotomayor

Cinepolis, the world's fifth largest multiplex chain, is set to come to India. What can Indian viewers expect? Abhilasha Ojha speaks to strategy head Javier Sotomayor

It’s ironical that you come to India at a time when domestic multiplex owners and producers of the Indian film fraternity are in a conflict over the revenue-sharing model.
I wouldn’t comment on that but Cinepolis is entering the Indian market, where the appetite for film-viewing is gregarious, at the right time. The economy is stable and the elections this time have proved that your country’s economy will only get better.

What’s the plan?
It’s quite simple, actually. We had deployed experts two years ago and subsequently engaged mall developers for properties where we see potential growth for our brand. We have, in fact, already contacted 200 mall developers across India and we are all set to offer 500 multiplex screens to discerning Indian audiences by 2016. The first multiplex will launch in the second half of this year. We have drawn out a list of 40 cities in India, including in the metros, and plan to spend $700,000, per screen, over the next few years.

But wouldn’t you also face resistance from film producers on revenue sharing?
We cannot comment on that. Cinépolis has consistently proven to be a major footfall- driver and a strong anchor for retail wherever it has participated. In Mexico, Cinépolis operates 22 of the top 25 theatres. With a 46 per cent share of screens, we have the ability to attract a disproportionately higher share of viewership. We have experience of over 30 years.

Considering we already have homegrown multiplex players, how will the Cinepolis experience be different for Indian audiences?
Cinépolis is the first international exhibitor to independently enter India. Obviously, we are going to provide the experience of movie viewing that we provide in other parts of the world. Cinépolis VIP, for example, is known for its extensive gourmet offerings and exclusive services. We will offer special “stadium-seating” concepts besides other loyalty programmes and better Internet and mobile ticketing systems.

What about your own movie experience in India?
I have thoroughly enjoyed Singh is Kinng, Ghajini and Bachna Ae Haseeno in different multiplexes in India. Of course, since there aren’t subtitles in multiplexes, I’ve later bought DVDs and watched these films. I enjoy Hindi films and try and catch them as far as possible.