NEW DELHI: In an innovative way of creating buzz around its multiplex, the Gurgaon-based DT Cinemas has launched a new promotional campaign for both Hollywood and Bollywood movies to establish itself in the flourishing film exhibition business.
DT Cinemas, a venture of DLF City Centre launched in Gurgaon in March this year, has introduced the `Hollywood Before Time' and `Bollywood Before Time' promotions. This is a concept wherein big flicks are shown to selective
audience a few days before the release of the movie in the country.
DT Cinemas' chief executive officer, Kajal Aijaz, says: "Such sneak previews help in creating a positive buzz about the movie. This concept has proved to be very successful abroad. Also, such previews are a win-win situation for the distributor, producer and exhibitor."
The audience mostly comprises winners of SMS contests. The interactive contests also enable the multiplex in increasing the association with the target audience.
The multiplex has conducted previews of recent English movies Johnny English and X Men-2 and Hindi movies Bhoot and Supari a day before their nationwide release. "Bhoot was again an invitation affair through an arrangement with the film's director Ram Gopal Varma," added Aijaz.
Defending the argument that a Thursday night preview wouldn't be a preview in the true sense, as the general public gets to see the movie within few hours, Aijaz says: "It's extremely difficult to get a print earlier, even if it's a day earlier. Under the `Hollywood Before Time' and `Bollywood
Before Time' promotions, we try and show movies one to four days before the film is actually released in theatres in the country."
The multiplex, which is being positioned as `getting more out of movies', has imported the state-of-the-art projection systems from the US-based company Christie. DT Cinemas intends to acquire five more existing cinema halls in the near future.
The average cost of acquisition is expected to be in the range of Rs 150-300 million as the multiplex is evaluating Delhi
Development Authority tenders for its expansion plans.
