Fame Cinemas inks deal with Scrabble Entertainment
Bhavana Puljal - Televisionpoint.com | Mumbai
Fame Cinemas has inked a Rs 21 crore deal with Scrabble Entertainment, the digital cinema deployment entity, to convert 75 theatre screens from the current analog system to the new digital system.
Fifty of these screens are existing ones and 25 are new screens. The cost of installing digital equipment for one screen will be Rs 28 lakh. This digital cinema roll-out will be only for metros and tier I cities and Fame will relocate the existing analog systems to different tier II locations.
"We are proud to offer our patrons with 2k Digital technology, which provides our patrons high-definition picture and crystal-clear sound quality, making their movie experience at Fame a memorable one," says Shravan Shroff, managing director, Fame India.
Of the Rs 21 crore, Rs 15 crore will be paid to Scrabble as and when the digital equipment is installed in each screen and the remaining Rs 6 crore will be paid over three years. Other than this Fame will have to pay Rs 5 lakh as duty for each screen. The negotiation between both parties took six months and concluded last week. Scrabble will install all the digital systems within 12 months.
The digital system will allow Fame to generate added revenues from a revised and customised advertisement model and facilitate simultaneous Hollywood releases in India. In the new advertisement model Fame will be able to customise the advertisements shown before each show depending on the expected audience at that time of the day.
Fame Cinemas has inked a Rs 21 crore deal with Scrabble Entertainment, the digital cinema deployment entity, to convert 75 theatre screens from the current analog system to the new digital system.
Fifty of these screens are existing ones and 25 are new screens. The cost of installing digital equipment for one screen will be Rs 28 lakh. This digital cinema roll-out will be only for metros and tier I cities and Fame will relocate the existing analog systems to different tier II locations.
"We are proud to offer our patrons with 2k Digital technology, which provides our patrons high-definition picture and crystal-clear sound quality, making their movie experience at Fame a memorable one," says Shravan Shroff, managing director, Fame India.
Of the Rs 21 crore, Rs 15 crore will be paid to Scrabble as and when the digital equipment is installed in each screen and the remaining Rs 6 crore will be paid over three years. Other than this Fame will have to pay Rs 5 lakh as duty for each screen. The negotiation between both parties took six months and concluded last week. Scrabble will install all the digital systems within 12 months.
The digital system will allow Fame to generate added revenues from a revised and customised advertisement model and facilitate simultaneous Hollywood releases in India. In the new advertisement model Fame will be able to customise the advertisements shown before each show depending on the expected audience at that time of the day.
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