MUMBAI: Future Media, the media company of Kishore Biyani’s Future Group, has acquired the on-screen media rights of all INOX Leisure Ltd. multiplexes in the country for the next two and a half years.
Future Media, which owns rights to all media properties such as television, visual spaces, radio and a print property called My World, within the Future Group retail formats, provides brands the opportunity to reach target consumers in the ambience of consumption, be it at malls, airports, cafeterias or multiplexes.
Future Media is currently in the process of acquiring media rights of non-Future Group companies. The on-screen media rights of INOX multiplexes is the second such acquisition, post the recently-acquired 22 Camac Street Mall in Kolkata.
Future Media CEO Partho Dasgupta said, “The acquisition of on-screen media rights of the INOX chain of multiplexes reinforces our commitment to help brands reach consumers at the last mile, i.e. in the ambience of consumption. With the entertainment space today getting extremely dynamic and exciting, we are very pleased to have partnered with INOX, a leading multiplex chain with pan-India presence, providing high-quality entertainment.”
The partnership currently spans 18 operational INOX multiplexes with 62 screens and will go on to include its upcoming multiplexes as well.
INOX Leisure Ltd CEO Alok Tandon added, “To the nearly 75,000 cinemagoers walking into our multiplexes every day, INOX is a lifestyle statement rather than just another multiplex. INOX today provides what is clearly the best cinema going experience the Indian patron has ever had. The strength of the INOX brand combined with the very professionally run Future Media will prove fruitful for both parties involved.”
INOX currently operates 18 multiplexes and 62 screens in 15 cities.