MUMBAI: Fame Cinemas has inked an exclusive tie-up with Mumbai Theatre Guide to have regular play performances throughout Fame multiplexes in India.

Alternate content is being explored by multiplexes due to the on-going tussel between multiplexes and producers – distributors, which has led to no new Hindi films being released.

Fame and Mumbai Theatre Guide have forged a long term arrangement to host regular play performances at Fame cinemas across India.

Mumbai Theatre Guide is the only online portal catering to promotions of plays in India. Mumbai Theatre Guide covers English, Hindi, Gujarati and Marathi language plays.

Mumbai Theatre Guide co-founder Bhavik J Shah says, "Our aim is create a platform for promotion of the theatre industry. We have been successful in this venture through our website. However there’s been a scarcity of quality venues for performances. The association with Fame Cinemas will create alternative venues and will help the theatre industry reach a larger audience. We are planning to make this a regular affair and showcase plays in various Indian languages at the multiplexes as per the audiences’ choice."

"It couldn’t be a simpler model. The audiences have loved the plays we have chosen to host in the past. It was only natural that we take the concept further and get a regular activity going across all our multiplexes throughout the country. Mumbai Theatre Guide gets exposure which they rightfully deserve as they are doing an amazing job for theatre in the country. The play production houses get venues throughout India to showcase their plays. It works for all parties concerned," added Fame India Limited AVP programming, distribution and corporate sales Aditya Shroff.