UFO Moviez to screen IPL matches ad-free in theatres


MUMBAI: UFO Moviez will screen the DLF IPL 2010 matches live in multiplexes and single theatres all across India in High Definition format without advertisements. Sachin Tendulkar signed the first theatre ticket for the same.


To keep IPL magic alive within cinema halls, a carnival and a stadium like atmosphere will be created across select screens nationally. The theatres will have cricket related merchandises. To add to this, a number of screening places will have cheer leaders and live bands making it a live match like environment.


A Cinema Jockey will be anchoring various interactive activities in the foyer with a range of contests being held from time to time and the winners of these contests being flashed on screen across different theatres nationally. Celebrities from different walks of life will visit the cinema halls at regular intervals to cheer the teams.


Theatres are also expected to create tailor-made season tickets in various combinations for their prospective viewers. UFO Moviez has entered in a strategic alliance with multiplex chains like Cinemax, INOX, Fame, PVR and have also partnered with single screen theatres for screening the DLF IPL T-20 matches starting from 12 March. UFO Moviez is handling the techno-commercial aspects of screening IPL matches in India.


UFO has tied up with Crown Infotainment, who holds the distribution rights for IPL 2010-2019 seasons, to introduce IPL matches in theatres. Till date the company has signed over 650 screens, out of which close to 200 are multiplexes. UFO is targeting to showcase the DLF IPL 2010 matches across 1000 screens.


Tendulkar said, "This is a brilliant initiative especially for interior regions of our country where cricket fans cannot experience the stadium energy. I am happy to give away this first theatre ticket and wish all my fans a wonderful experience in theatres."


UFO Moviez India managing director Sanjay Gaikwad added, "We are proud to introduce this pioneering concept of bringing live IPL matches across Indian theatres. With a target of showcasing the IPL across 1000 cinemas we have got into strategic alliances with multiplexes and single screen cinemas across the country including Tier 2 and 3 cities. As no major Bollywood films will be released during this IPL, this will serve as profitable alternate revenue generating entertainment content for the exhibitors. The High Definition format of IPL matches, which means better quality and more content on screen, that too without interrupting playtime with ads will be an out of the world viewing experience for the patrons."


In the Mumbai territory, 49 theatres have signed up for live release of DLF IPL 2010 including major multiplex chains. Single screen theatres like New Excelsior, Meghraj Cinema, Movie Gem Cinema, Ashok Anil Theatre, Roxy Cinema, Tilak Talkies, Jai Ganesh, Saaz, Kulraj Broadway, Star City will also air the matches.


Ford Figo has joined this endeavour as main sponsor of the IPL 2010 matches in UFO Digital Theatres with Hero Honda, Tata Photon, Union Bank and Samsung as the associate sponsors. On the other hand, the UFO T20 Hungama Carnival, has Fosters, Provogue and Thane Janata Sahakari Bank as sponsors.