From Leh to Kota, multiplexes roll into small towns & southern India

Several multiplex cinema operators are surging ahead with a two-pronged expansion strategy undeterred by recent unpredictable box office performance.

- Lata Jha

Big multiplex chains such as PVR Inox and Cinepolis as well as smaller companies such as Miraj Entertainment Ltd, Mukta A2 Cinemas and MovieMax Cinemas have set their eyes on tier 2 and 3 markets such as Patna, Shillong, Jaipur, Kota and Leh-Ladakh to build low-cost cinemas with local developers.

The second part of the strategy involves focusing on markets in South India, including cities like Hyderabad, Bengaluru, Huballi, Kochi and Cuddalore that boast a robust theatre-going culture, according to industry experts.

These expansion plans come amid a lacklustre first half of the year for the Hindi film industry, the country's biggest, which is pinning hopes on a stronger second half with a wave of sequels and stories rooted in mythology and folk traditions, as Mint reported on.