BENGALURU: After commencing rebranding of Fame screens in Mumbai to Inox, it is the garden city's turn now. Of the 73 multiplexes and 284 screens across 40 cities that Inox boasts of, 25 multiplexes with 94 screens belonged to Fame India.
Inox has launched an extensive marketing campaign across print, outdoor, radio and digital activations across cities which have multiplexes under the Fame brand name. The campaign is being handled by Lintas.
Speaking on the brand change at one of the Inox theatre's in Garuda Mall in Bengaluru, Inox Leisure Limited (Inox) CEO Alok Tandon said, "In a country where movies are a way of life, we are grossly under-screened. Inox has been on a steady expansion mode through organic as well as inorganic growth on its journey to its current leadership position. Our goal is to maintain our leadership position by continuing our sustained momentum of growth. As we announce the brand change from Fame to Inox, we will continue to provide the best movie going offering to our guests and emphasise on our tagline 'Live the movie' experience as the complete Inox experience."
"All Fame mutliplexes are now 100 per cent 2K digital and 3D enabled," he added.
"We expect to complete the Fame rebranding to Inox across all the screens acquired by us over the next one to one and a half months. To begin with the brand change will be experienced by guests in Mumbai and Bengaluru followed by Kolkata and the remaining cities in a phased manner," revealed Tandon to indiantelevsion.com.
Tandon expounded that despite producing about 1,000 movies a year, India had only 10 screens per 10 lakh people as compared to European countries which have 35 screens per 10 lakh people and the US which has 125 screens per 10 lakh people.
As mentioned earlier, besides plans to expand into cities like Greater Noida, Gurgaon, Jalgaon, Madurai, Jamnagar and Manipal as also increase the existing number of multiplexes in places like Lucknow, Raipur and Surat., Tandon explained that Inox is open to acquisition route for expanding its screens.
