MUMBAI: Mexican exhibitor Cinepolis, the world‘s fourth largest multiplex chain will invest more than $300 million to digitize its entire chain by 2013. So far it has converted 61 per cent of its theatres to digital in Mexico where it operates more than 2,400 screens.

The multiplex chain‘s goal is to become the first exhibitor in Latin America to go 100 per cent digital. An advantage in doing so is that in addition to state-of-the-art film screenings it can also project alternative content such as live and pre-recorded concerts and sporting events, according to Cinepolis.

Cinepolis owns 2,800-plus screens in Latin America and India and has recently cracked the US market with two luxury cinema complexes in Southern California.

Cinepolis dominates Mexico with a 62 per cent market share in box office revenue. In recent years, the Mexican exhibitor has shown growing interest in India where it has launched 32 screens and has plans to build more.