Movies
Inox launches merchandise range in collaboration with Macmerise
MUMBAI: Multiplex chain, Inox has launched its merchandise range, available through its website and mobile app. Inox patrons will now have an array of official and licensed merchandise available in categories including mobile and electronic accessories, fashion apparel, games and stationeries, consumer electronics, home and kitchen. The entire range of products is exclusively designed and curated by Macmerise, an online consumer goods company that produces merchandise.
As a launch offer, Inox has announced a 10 percent discount on all online transactions till 30 June, 2022. Customers can use promo code Inox10 to avail the offer.
With this partnership, Inox will make the audience feel closer to characters from Disney, Marvel, Lucas Films, Warner Bros (DC Comics), Universal. Customised and merchandise products of the Indian cricket team and IPL are available through FanCode and MPL, respectively. Going forward, customers can expect high-end products from premium lifestyle brands, said Inox. Customers will also be able to send gift hampers for special occasions like birthdays/anniversaries and can create customized awards and trophies.
Products available in INOX’s merchandising website include customised and branded T-Shirts, Hoodies, Travel Essentials, Sipper Bottles, Coasters, Desk and Mouse Pad, Laptop Sleeves, Phone Cases, Caps, Mugs, Wireless Charger, Speaker, Notebooks, Headphones and much more.
Inox Leisure Chief Sales and Revenue Officer Anand Vishal said, “Introducing our special range of merchandise is a conscious attempt to foster the unique bond that the patrons share with INOX as well as their superheroes from the famous franchises like Disney, Marvel and Star Wars. The partnership with Macmerise will allow us to provide a physical experience of their favourite characters from the movies or sports. With the aspiration of our ever-increasing and young customer base at an all-time high, it is important for us to keep them engaged by offering them more than just a cinematic content experience. Macmerise is a proven expert in the online retail space with quirky product design ideas that appeal to consumers across the country, and we are thrilled to partner with them on this new journey.”
Macmerise Celfie Design CCO Mallika Satia said, “There cannot be a better place and a better audience than Inox to showcase and offer our products. The partnership adds a new dimension to our business as we get access to a massive set of movie lovers who enjoy a great cinema experience while watching their favorite characters on the big cinema screens of Inox. We are delighted to be associated with Inox. Through this partnership, we aim to curate the best of Inox merchandise for the movie-lovers of the country. We hope to continue building our relationship with the brand for years to come.”
Movies
Amay Mehrishi’s short film Abracadabra premieres at Berlinale 2026
London Film School project screens in Generations Kplus at Berlin festival.
MUMBAI: Sometimes the biggest stories unfold in the smallest spaces. In this case, on a school bus. Emerging filmmaker Amay Mehrishi made his international debut with the short film Abracadabra, which premiered at the 76th edition of the Berlin International Film Festival in the Generations Kplus section. The film was developed as Mehrishi’s Master’s graduation project at the London Film School.
Set entirely during a single ride home on a moving school bus, the story centres on twelve year old Agastya, whose day takes an unexpected emotional turn when his best friend Naman chooses to sit somewhere else. What begins as a seemingly small moment slowly unfolds into a delicate exploration of childhood friendship, identity and guilt.
A simple magic trick threads through the narrative, giving the film its title while quietly tying together the emotional shifts that unfold during the journey. The storytelling leans on observation and restraint, capturing the fragile inner world of growing up without grand gestures.
Filming the project came with its own creative constraints. The entire production took place inside a bus in motion and featured 32 young non actors aged between seven and thirteen, bringing a naturalistic feel to the film’s classroom like ensemble.
The world premiere at Berlinale received warm applause from a multi generational audience. Several viewers shared that the film evoked memories of their own childhood journeys and friendships.
Mehrishi described the festival premiere as a major milestone in his early filmmaking career.
“With its world premiere at Berlinale, our film received an immense platform and a global audience to begin its journey. It is a dream as a filmmaker to be considered for such a prestigious festival, and hopefully it will open doors for the entire team,” he said.
Following the debut, Mehrishi has begun developing a satirical drama and has also started research on his first feature film, with plans to work across both independent and commercial cinema in the coming years.
