Movies
Miraj Cinemas presents Mango Food Festival across 20 cities in India
Mumbai: Get ready for a tantalising culinary experience as India’s third-largest multiplex chain, Miraj Cinemas brings to you the much-awaited Mango Food Festival across 20 cities in India. This month-long festival celebrates the vibrant flavours of the king of fruits, the mighty mango, in a variety of delectable Food & Beverages available exclusively at Miraj Cinemas’ food courts. From the moment you step into our theatres, you will be transported into a world of mouthwatering delights, carefully crafted to satisfy your cravings and leave you longing for more. Indulge in a symphony of flavours as we present an array of specially curated mango-infused culinary creations. Prepare for a taste experience that will delight your palate like never before.
Miraj Entertainment Ltd COO Bhuvnesh Mendiratta, believes cinemas have become more than mere theatres solely for movie-watching. “It has transcended traditional boundaries. In the past, theatres mainly offered popcorn and coke at food corners, attracting viewers seeking a quick snack. However, times are changing dramatically. Nowadays, cinemas feature live stations and buffet menus and even venture into the realm of culinary experimentation akin to restaurants or five-star hotels.”
He added, “India holds the esteemed title of being the world’s culinary capital. With its rich diversity of delectable delicacies, people’s interest in culinary exploration is piqued. The array of options available on our platter exponentially multiplies the potential for food testing. In this spirit, we proudly present the Mango Festival, as we aim to provide our esteemed patrons with a compelling reason to indulge beyond cinema. Our festival endeavours to delight and entice discerning taste buds, offering an exquisite experience that transcends the traditional movie-watching outing. And this is just the beginning. We have many more such food outings planned for the coming time.”
Building upon Mendiratta’s vision, Miraj Cinemas’ Food & Beverages VP Lalit Bajaj, sheds light on the exciting annual food calendar. “At Miraj Cinemas, we take pride in curating an extraordinary menu lineup that ignites our patrons’ anticipation. In our continuous pursuit of creating a memorable experience, we are thrilled to introduce the Mango Festival as one of our flagship initiatives. Our talented chefs have crafted this extravaganza, ensuring the perfect balance of textures and flavours. This mango mania promises to elevate the culinary journey of our esteemed guests and generate a surge in business. The overwhelming response from our patrons reinforces our belief that this festival will leave them craving for more.”
And Miraj will maintain the momentum by introducing further curated menus. Bajaj said that with International Burger Day just around the corner on 28 May and French Fries Day on 13 July, the national cinema exhibition chain has an array of captivating events lined up. “Throughout the financial year 2023-2024, we have thoughtfully selected 14 days to celebrate an exceptional food fiesta. Miraj Cinemas remains committed to providing not only exceptional entertainment but also a captivating gastronomic experience.”
Here are just a few highlights from our exquisite Mango Food Fest menu:
1. Crunchy Nachos With Mango Salsa: Imagine the satisfying crunch of golden nacho chips, perfectly complemented by the freshness of ripe mangoes. Each bite is a burst of flavour, as the savoury notes of the nachos meld effortlessly with the vibrant tanginess of the mango salsa. Experience this perfect blend that will keep you coming back for more.
2. Mango Tangy Roll: Whether you’re a mango enthusiast or a food lover seeking a unique and unforgettable snack, our Mango Tangy Roll is a must-try delicacy. Unleash your taste buds with our Mango Tangy Roll, a delightful fusion of flavours wrapped in a soft tortilla featuring succulent mango chunks with a tangy twist.
3. Mango Sandwich: Bite into the goodness of our Mango Sandwich, a refreshing combination of juicy mango slices, crisp lettuce, and a zesty spread, all nestled between two slices of freshly baked bread.
4. Mango Popcorn Shake: Get ready for a popcorn revolution! Our Mango Popcorn Shake combines the creaminess of mango with the crunch of caramelized popcorn, creating a unique and unforgettable beverage experience.
5. Seasonal Mango Smoothie: Indulge in the lusciousness of our Seasonal Mango Smoothie, made from ripe and juicy mangoes blended to perfection, offering a refreshing and revitalizing taste.
6. Infused Aam Panna: Quench your thirst with our traditional Infused Aam Panna, a cooling summer beverage infused with the tanginess of raw mangoes and a hint of aromatic spices.
Get ready for a mouthwatering adventure as Miraj Cinemas brings to you the Mango Food Festival! Indulge in the season’s finest flavours at our select theatres across 20 cities and 35 locations in India for a month. With 181 screens at 57 multiplexes at 42 cities in 15 states, Miraj Cinemas is India’s fastest-growing multiplex chain, providing unmatched entertainment and culinary experiences. We’re constantly evolving with technology and expanding to over 300 screens by FY24, so keep a lookout for us coming to a city near you. Don’t miss out on this delectable journey!
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.
