MUMBAI: Scrabble Entertainment has acquired the 3D marketing and distribution rights from Crown Infotainment for the live screening of the last four Indian Premier League (IPL) 3 matches for Rs 25 million in theaters. Crown Infotainment holds the 10-year theatrical rights for IPL in India.

Speaking to Businessofcinema.com Scrabble CEO Ranjit Thakur said, "We have just acquired the 3D marketing and distribution rights from Crown Infotainment."

According to Thakur, Scrabble has bought the rights for only this season of the IPL, for Rs 25 million (Rs 2.5 crore).

As was previously reported by Businessofcinema.com, the 3D broadcast rights have been acquired by UFO Moviez, which is a sister company of Crown Infotainment.

"We don’t know what the response of the 3D matches will be because it’s the first time in the history that any event has been shown live on 3D, in India. It looks great and I hope it does well," added Thakur.

Scrabble Entertainment expects revenues of approximately Rs 100 million (Rs 10 crore) from the 3D telecast of matches. ATP (average ticket price) for the 3D matches have been pegged at Rs 1000. The revenues earned above Rs 25 million (Rs 2.5 crore) will be shared between Scrabble and UFO Moviez.

Scrabble will also looking at advertising the 3D matches across media platforms like television, print, radio and internet.