INOX Megaplex is the first multiplex with maximum number of movie viewing formats and experiences at Inorbit Mall Malad in Mumbai. With 11 screens and 6 experiential cinema formats, INOX Megaplex is truly the new premium film-watching destination for movies buffs.
With a variety of new advancements and creating never seen before cinematic experiences for all audiences, INOX believes in catering to the needs and requirements of each and every age group. Right from Kiddles: an arena dedicated entirely to kids wherein they can explore so much more than just watching movies, INSIGNIA: INOX’s premium format, an exclusive and luxurious theatre with leather recliners, butler on call, laser projection and an exceptional dining catalogue, serviced by a live kitchen. MX4D, ScreenX which is the first-ever 270-degree multi-projection technology, IMAX and Samsung Onyx LED which is world’s first cinema LED technology, with 10 times brighter visuals are some of the new additions to the premium experience at INOX.
On the side lines of the media launch, Medianews4u caught up with Alok Tandon, CEO, INOX Leisure, on the new offerings at INOX.
How has INOX performed in the last one year?
INOX today has 598 screens, and we are getting closer to the 600 screens mark, very soon. We are present in 68 cities across the country and are growing. The very first multiplex we opened was in Pune, back in 2002 and are evolving ever since. Last year we made a record of sorts by opening one screen in every four days and launched 85 screens, going forward our endeavour is to open 80 screens this year and as of now; we are on track this year.
Over the last couple of years, we have evolved in terms of the experience which we are giving our guests be it on technology, service or luxury. We believe that when an individual is giving us his/her two to three hours then we have to give something in return and that’s why the new formats are being introduced, hence the INOX Megaplex. Eating, rejoicing, celebrating and entertaining the audience is what we believe in truly in.
Any format that we launch in India or any technology that we adopt in India, we always keep our audience at the centre while making those decisions, for instance when we were the first in India to introduce the Laser Plex, which meant all screens had laser projections in our multiplexes. We believe in providing the best and unforgettable movie viewing experience.
When will you cross the 600 screen mark?
In a couple of days, hopefully this in month for sure. We have our few properties which are ready. We shall let you know soon.
Which are categories of brands that advertise at Inox?
All sorts of brands advertise here, be it FMCG, Automobiles, BFSI or Telecom, so brands like to advertise at INOX, when the audience is sitting and watching an advertisement brands get a captive audience. They don’t have a remote control to forward an advertisement. We always advise our advertisers and in fact we sit with their media planners and design it together that whatever they advertise, that should be in the lobby. Say there’s food product then have item available at the concessionaire counter. There is not even a single category of advertisers who do not advertise with us.
Does the location of being in a mall help you with big brands that come to advertise?
It’s nothing good to do with big brands and a mall. We prefer to be in a mall because a mall and a multiplex complement each other. We have stand-alone proprieties of INOX where people do advertise.
We understand that the experience here is completely premium, how have you priced the tickets and the experience?
We are a public listed company and our ticket prices are in the public domain. Our average ticket price is 200 rupees and high end tickets in a few cinemas and not everywhere are at a premium of 1,500 also which are on specific days of the week; for specific movies so that’s the range and we have never out priced ourselves.
We price ourselves as the cost structure of the property and the paying propensity of the people there.
How soon are you going to reach a thousand screens?
Ah! Anybody’s guess! As I said that we have to open 80 screens every year, it takes us about 6 months to make a property; it’s the comfort and the finish that we give to the property.
How have you positioned the INOX experience for millennial?
Today watching a movie is a social experience, you can’t watch it alone on your mobile phones and the content that’s been created for OTT is completely different from what we see on the big screen. Globally there’s a time lag when a movie hits the screen and comes on OTT and that’s been followed in India as well.
Did you get any sort of encouragement from film-makers and production studios to bring these formats, War being the first movie that was been made for such format?
Movies made in such formats are an encouragement own its own. Today there are movies made for IMAX in India also, War is one such movie, once we have these formats in place other Indian film makers will also make movies in this format and make movies based on it.
In a couple of years we will have more movies which are shot in all Indian languages in the various formats that we have with us.