The deal vaults India's largest cinema advertising network past 4,000 screens and 2,500 multiplexes
MPA's Vivek Couto sees a tough climb ahead as TV wanes & digital monetisation demands sharper bets
As theatres adapt and OTT thrives, the industry scripts a new blockbuster era.
It will focus on adopting a capital-light model and enhancing cash generation
Screens in the region are expected to burgeon to 2,500 by end-2024
