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89 Cinemas to be rebranded Inox

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Pradipta Mukherjee Kolkata
Last Updated : Jan 29 2013 | 2:16 AM IST

After merging with Inox Leisure Ltd in July 2007, 89 Cinemas will be christened ‘Inox Swabhumi’ on September 30. In addition to the change in brand name, the multilex will also sport a new look to bring it at par with the other Inox multiplexes.

Inox Swabhumi has undergone a complete overhauling and renovation of facilities including its four auditoriums, interiors and upholstery, lobby area, the latest in sound and projection technology and the introduction of popular cinema café, Refuel, which also operates under the same brandname at Inox.

According to Alok Tandon, COO, Inox Leisure, “The brand change of 89 Cinemas to Inox Swabhumi will ensure that the loyal patron base of 89 Cinemas is retained but also attract a new set of patrons who vouch for the Inox experience. Inox currently is the largest multiplex chain in West Bengal with five multiplexes and 18 screens. Going forward, eastern India will be the thrust area of Inox’s expansion plan and by 2010, we aim to have 19 multiplexes and 71 screens in the region.”

Inox Swabhumi will have soft launches of various promotional initiatives, like Movie Money (gift vouchers encashable at both the Box-office and Refuel), free home delivery of tickets within 5 kms of the plex, mobile ticketing service at different off-site locations like Habib salon, Grewal Auto, Shyama Trading Petrol Pump, etc.

INOX Leisure has also forayed into distribution a little over two years ago by leveraging its exhibition strength in West Bengal and Rajasthan.

It has so far distributed big ticket blockbuster movies like Rang De Basanti, Heyy Babyy, Om Shanti Om, Jab We Met, Namastey London, Cheeni Kum, Partner, Race, U Me Aur Hum.

Inox currently has a pan-India presence with 26 multiplexes and 90 screens in 18 cities.

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First Published: Sep 30 2008 | 12:00 AM IST

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