For the first time in the history of sports, IPLT-20 matches will be shown LIVE on gigantic screens in cinemas across India. UFO Moviez, the world’s largest digital satellite cinema network, announced a strategic alliance with multiplex chains INOX & Fame for screening the IPL T-20 matches. The first chain to sign up was Cinemax. The IPL matches are going to be screened in HD without advertisements during the playtime.
UFO Moviez is handling the techno-commercial aspects of screening IPL matches in theatres across India.
Announcing this, Kapil Agarwal, Joint Managing Director, UFO Moviez India Ltd. said, “We are ecstatic about bringing IPL matches into Indian theatres. This initiative will help us make an effective connection with Indian audiences. We are thrilled to have strong brands such as Cinemax, INOX and Fame which would connect with audiences across prominent cities. With a target of showcasing the IPL across 1000 cinemas we will also get into strategic alliances with single screen cinemas across the country. This is akin to creating the stadium in the remote regions, which hereto was deprived of such euphoria. We look forward to family audiences thronging the cinemas”.
Shravan Shroff, Managing Director, Fame (I) LTD stated, “We are very pleased with this association with UFO. We have been very keen to provide the IPL experience to our audiences. This is for the first time in India that the cricket fans will be able to watch the IPL T20 on the big screen. To make this as much fun as the real thing, we at Fame will be recreating the environment of the cricket stadium. With the banners, the stalls and the carnivalesque atmosphere undoubtedly this will be a phenomenal experience for our patrons.
Alok Tandon, CEO - INOX Leisure Ltd. said, “All INOX multiplexes are located in prime locations and attract a discerning audience. We are constantly looking at ways and means to provide our patrons with interesting and varied content. To this end we regularly host film festivals, sporting events, plays and rock concerts too. Movies and cricket are the two passions that are common to all Indians and we are sure people will not miss the opportunity to watch the IPL T-20 matches on the big screen.”
To add to this excitement, select screens will be dressed up with the IPL fever, have celebrities visit the cinema halls to cheer the teams. These screens will also offer cricket related merchandise, exciting gifts, multi cuisine food stalls etc. This carnival will keep the magic of IPL within cinema halls alive and generate the excitement for 45 days. These select theatres will be termed as FEP - Screens (Founding Exhibition Partner). To ensure exclusivity, not more than 2 cinema screens within a radius of 2 kilometers will be a part of these festivities.
UFO Moviez has set a trend with IPL T-20 being the most current form of alternative content. This will be showcased across 1000 screens, of which over 250 screens have been signed including cinemas in smaller towns like Barwani and Biora in MP, Rajganganagar in Orissa, Bhatapara and Ambikapur in Chattisgarh, Bolpur in Kolkata, Churu in Rajasthan, Hiriyur in Karnataka to name a few .This penetration into smaller towns would be cutting across borders of language based content.
With the distinguishing fact of its unique and innovative satellite based delivery system, UFO is probably the first not only India but perhaps globally to provide LIVE content in theatres, with the IPL matches. Cricket is a religion in India and the audience response for IPL is sure to be overwhelming.