Disney and Adlabs launch “Disney Movie Magic”

Weekend entertainment for kids and families won’t be the same again. The Walt Disney Company (India) and Adlabs Films Limited today announced the launch of Disney’s Movie Magic at a special charity screening of Disney and Pixar’s latest computer animated feature CARS held at Metro Adlabs in Mumbai. The announcement was made by Rajat Jain, Managing Director, The Walt Disney Company ( India) and Tushar Dhingra, COO, ADLABS Films Limited.

Around the world the Disney brand represents positive values, imaginative and fun entertainment, innovation and laughter. On weekends from today, the timeless magic of the biggest and best films from The Walt Disney Studios will come alive simultaneously at ten Adlabs’ locations across the country providing Indian kids and families a unique and wholesome weekend entertainment experience.

Commenting on the association, Rajat Jain, Managing Director, The Walt Disney Company ( India) said “We’re pleased to provide families with a new weekend entertainment option that engages the whole family together. Disney’s Movie Magic is a unique wholesome entertainment experience for families, which will be available through leading multiplex chains across India”.

The exciting line-up of movies will include the best of Disney’s feature animation and popular live-action hits such as The Incredibles, Cars, Finding Nemo, The Lion King, Aladdin, Tarzan, Chicken Little, The Princess Diaries, 102 Dalmatians and many more.

“Cinema has always been the preferred out-of-home entertainment option for families. However, not all movies are meant for the entire family. In the past we have successfully attempted to address kid driven family viewing needs during the holiday season. Disney’s Movie Magic at Adlabs is a significant step to provide wholesome entertainment for families every weekend around the year where entertainment won’t be restricted to just the cinema screen,” says Tushar Dhingra, COO, ADLABS Films Limited.

The Disney Movie Magic experience is focused on delighting and fascinating children before and after the lights go down. Movie tickets will come in a specially designed Disney’s Movie Magic branded envelope which will contain a token gift related to Disney movies. Adlabs locations will be dressed-up in the world of Disney and popcorn and beverages will be served in special branded glasses. There will also be monthly in-cinema contests with Disney merchandise as gifts.

Disney’s Movie Magic will be promoted extensively through a comprehensive marketing campaign including television, in-cinema, print advertising bolstered by innovative on-ground and online initiatives. Going forward, this initiative will include a loyalty programme, special schemes with schools and many more exciting offerings to add the magic of Disney to special festivals and holidays.

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