MUMBAI: Fun Cinemas has announced a fun filled week for niche cinema lovers. Come August and the exhibitors at Fun plan to green light a French Film Festival in Mumbai, showcasing some of the popular French films. The festival will be held in association with the French Embassy and the French cultural centre, Alliance Francaise.
Elaborating the rationale behind the festival, Fun Cinemas vice president marketing Shirish Handa adds, Ã¢â‚¬Å“A multiplex is a place where the audience can expect a whole lot of variety. The upcoming film festival will address that need. Last year we had a similar event and the response was awesome. We are trying to add more value to our brand by conducting such events.Ã¢â‚¬Â
Cinemax vice president marketing and programming Devang Sampant adds, Ã¢â‚¬Å“I think organising film festivals in cinemas is creating a new space for films, which belong to the niche category. We recently organized a Marathi Film Festival in Thane and the response was beyond our expectations. I think very soon the trend might provide an opportunity for niche genres to have a broader audience contact.Ã¢â‚¬Â