Hindi
Miraj Cinemas launches new premium multiplex in Sanand, Ahmedabad
Mumbai: Miraj Cinemas, India’s fastest-growing and third-largest national multiplex chain, proudly announces the opening of its latest premium multiplex in the dynamic industrial city of Sanand, Ahmedabad. This newly opened multiplex is prominently located on the third floor of Vardhaman Square, facing the Hajarimata Temple on the Viramgam Highway—an ideal setting that symbolizes Miraj Cinemas’ strategic expansion across the nation. The opening of this multiplex marks a significant enhancement in Miraj Cinemas’ presence in Gujarat, increasing its portfolio to five outstanding properties and 22 screens across the state. This expansion underscores the company’s dedication to providing first-rate entertainment experiences and setting new standards in cinematic luxury and technological advancements.
The Sanand multiplex has three beautifully crafted screens with a total seating capacity of 374 (screen 1: 125, screen 2: 125 and screen 3: 124 seats), offering an exceptional array of upscale amenities. Each auditorium is outfitted with the latest projection technology and crystal-clear sound systems, creating an immersive, unforgettable film viewing experience. The seating arrangements include only plush sofa seats, state-of-the-art recliners, and lavish loungers designed to ensure optimal viewing comfort. Additionally, the multiplex features unique culinary offerings at the exclusive Pop Corner and live counter Chef’s Corner, where guests can savour gourmet cuisine and artisanal snacks prepared by inhouse team of chefs—redefining the luxury cinema experience.
Miraj Entertainment Ltd MD Amit Sharma said, “We are delighted to open our new multiplex in Sanand, which is not only a reflection of our commitment to providing an unmatched cinema experience but also signifies our strong belief in the potential of Gujarat as a critical market for quality entertainment. It has been conceived and crafted with the discerning tastes of our patrons, who seek more than just a movie viewing; they seek an unforgettable experience. Our commitment to providing an unmatched cinematic journey is stronger than ever as we continue our expansion.”
We warmly invite you to experience the ultimate luxury and entertainment at the new Miraj Cinemas multiplex in Sanand, where every visit is more than just a movie—it’s a gateway to a world of opulence and excitement.
Miraj Cinemas is renowned for its superior service and innovative entertainment solutions. Now operating 66 properties with 208 screens in 46 cities across 16 states, the company is steadily progressing towards reaching 300 screens by FY25. The new Sanand multiplex, located in one of Western India’s major industrial hubs, is a crucial part of Miraj’s ongoing national expansion plans, which include upcoming cinemas in major cities like Mumbai, Delhi NCR, Chennai, Patiala, Ludhiana, Indore, Alwar, Agra, and Jamshedpur, and more.
Hindi
GUEST COLUMN: Why film libraries & IPs are the new engines of growth
Unlocking value through catalogue strength and IP synergy
MUMBAI:In a media landscape defined by fragmentation, platform proliferation, and ever-evolving audience behavior, the economics of filmmaking are undergoing a fundamental shift. No longer confined to box office performance, a film’s true value is now measured across an extended lifecycle that spans digital platforms, syndication networks, and global markets. As content consumption becomes increasingly non-linear and algorithm-driven, film libraries and intellectual properties (IPs) are emerging as strategic assets, capable of delivering sustained, long-term returns. For Mohan Gopinath, head – bollywood business at Shemaroo Entertainment Ltd., this transformation signals a decisive move from hit-driven models to portfolio-led value creation. In this piece, Gopinath explores how legacy content, when intelligently repurposed and distributed, can unlock recurring revenue streams, why the interplay between catalogue and original IP is critical, and how media companies can build resilient, future-ready entertainment businesses.
For all these years, we thought that a film is successful if it performs well in theatres. There are opening weekend numbers, box office milestones, and distribution footprints that gave a good picture of how the movie has done commercially and also tell us about its cultural impact. However, there are multiple platforms today, always-on content ecosystem, which has caused a shift. Today, the theatrical performance is not the culmination of a film’s journey but merely the beginning of a much longer and more dynamic lifecycle.
Film libraries today are emerging as high-value, constantly evolving assets that deliver sustained returns well beyond initial release cycles. This becomes a point of great advantage for legacy content owners with diverse catalogues, to shape long-term business outcomes.
According to FICCI-EY, the media and entertainment industry of India achieved a valuation of Rs 2.78 trillion in 2025 which is expected to reach Rs 3.3 trillion by 2028 through a compound annual growth rate of approximately 7 per cent and digital media will bring in more than Rs 1 trillion to become the biggest sector which generates about 36 per cent of overall market revenues.
This shift is the expansion of distribution endpoints. We know how satellite television was once the primary secondary window but today, it coexists with YouTube, OTT platforms, Connected TV, and FAST channels. Each of these platforms caters to distinct audience demographics and consumption behaviors, helping content owners to obtain more value from the same asset across multiple formats.
For instance, films that had great reruns, now find continuous engagement across digital platforms. On YouTube, classic Hindi cinema continues to attract significant viewership, reaching audiences across generations and geographies with remarkable consistency. At Shemaroo Entertainment, this is reflected in our film library shaped over decades as part of a long association with Indian entertainment. From classics such as Amar Akbar Anthony to much-loved entertainers like Jab We Met, Welcome, Dhamaal, Phir Hera Pheri, Dhol, Golmaal, and Bhagam Bhag, many of these titles continue finding new audiences while retaining their place in popular memory. Their enduring appeal reflects how culturally resonant stories can continue creating value over time. Similarly, FAST channels have created curated, always-on environments where catalogue content can continue to thrive through star-led and genre-based programming.
This multi-platform approach has very well transformed films into long-tail IP assets which are capable of generating recurring revenue across advertising, subscription, and syndication models.
The evolution of audience behavior is equally important. Nowadays, it’s more important to find what’s more relative than what’s recent as viewers are more influenced by mood, memories, and algorithmic suggestions than by release schedules. Even if a movie was released decades ago, it can trend alongside a newly released movie, if surfaced in the right context. Thoughtful packaging, whether through festival-based playlists, actor-driven collections, or genre clusters, allows catalogue content to remain dynamic and continuously discoverable. Shemaroo Entertainment has built extensive film libraries over decades and its focus has mostly been on recontextualizing content for the consumption of newer environments. This process doesn’t just include digitization and restoration, but also re-packaging of films as per platforms.
Syndication itself has evolved into a key growth driver. In perspective, when looking at the domestic market, curated content packages continue to find strong demand across broadcast and digital platforms. Meanwhile, in the international market, especially in markets like Middle East, North America and Southeast Asia, the appetite for Indian content is opening up new monetization avenues. Here, the ability to package and position catalogue content effectively becomes as important as the content itself.
Importantly, the need to re-package catalogue content does not diminish the role of new content. In fact, originals and fresh IP are essential to sustaining the long-term value of a film library because they act as discovery engines that bring audiences into the ecosystem, while catalogue content drives depth, retention, and repeat engagement.
This interplay between the “new” and the “known” is what defines a robust content strategy today. While new films generate spikes in consumption, catalogue titles offer familiarity and comfort. These are factors that are increasingly valuable in an era of content abundance and decision fatigue. This is also shaping our strategy, drawing value from both a deep catalogue assets and a growing focus on original IPs to strengthen long-term audience engagement and build more predictable revenue streams.
There is growing recognition that long-term value in entertainment will be shaped not only by how intelligently existing content continues to live, travel and find relevance, but also by how consistently new stories are created to renew that ecosystem. In that sense, film libraries and original IP are not parallel bets, but reinforcing engines of growth. For media companies, the opportunity lies in making these two forces work together, because that is increasingly where more resilient and predictable businesses are being shaped.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
