Scrabble Entertainment which have more than 160 DCI compliant digital screens across India and over 60 3D enabled screens have joined hands with UFO Moviez India Ltd., India’s largest Digital Satellite Cinema Network with more than 1800 installations across India for taking the IPL Matches in 3-D format to more than 100 key screens across all the leading multiplexes such as PVR, INOX, CINEMAX, FAME, FUN MULTIPLEX, E-SQUARE, etc throughout India.
History would be created on 21st of April, 2010 when over hundred 3D enabled screens across India will witness IPL live in cinemas. Mumbai, Delhi, Rajkot, Raipur, Ahmedabad, Amritsar, Anand, Gurgaon, Jaipur, Kolkata, Nagpur, Nasik, Noida and Pune would be among some of the first cities to witness history in the making, according to a joint press release issued here today.
Scrabble Entertainment, the only entity in India to provide the 3D projection infrastructure has entered into an exclusive marketing and distribution arrangement for the year 2010 with Valuable Group owned Crown Infotainment Private Limited, the holders of the Theatrical and Public Venue exhibition rights of the IPL T-20 matches in India. The arrangement is based on revenue share basis with a minimum guarantee. The deployment will happen on the UFO 3-D enabled technology platform. For the year 2010 IPL has confirmed that the semi finals, match for the third place and finals will be available in 3-D. However, from the next year onwards the number of 3-D matches is expected to grow.
Kapil Agarwal, Joint Managing Director, UFO Moviez India Ltd. said, “This is the first time in the history of sports and cinema that an event of this magnitude will be shown live in more than 100 screens in 3-D format. We are privileged to be pioneering this path breaking initiative and look forward to more such trailblazing innovations. IPL matches in the 3D format will be a visual treat for cricket lovers. This year due to lack of time we are showcasing the 3-D matches only in the already 3-D ready screens of Scrabble, however by next year out of our 1800 existing screens we would have 3-D enabled 400 to 500 of our screens to show content in the 3-D format. ”
Speaking on this occasion Ranjit Thakur, CEO, Scrabble Entertainment Pvt. Ltd. Said, “3D engrosses you into the game to an extent where you feel you’re on the pitch and not in the stadium. The level of involvement is higher adding to the overall experience which is expected to draw cricket enthusiasts to the cinema halls. Once a viewer has tasted the 3D experience, they have to come back for more”.
“IPL LIVE in 3D is just the tip of the iceberg. Scrabble Entertainment will be changing the way cinema is viewed in India and not only by getting in alternate content. We have already started to increase the number of Digital, DCI compliant screens pioneering an entry to a host of Hollywood titles into India.”
This unique combination of sports and cinema is set to usher in a new era in cinema entertainment. The 3-D experience will drive more such events towards cinemas and open up a new avenue for alternate content to viewers.
About UFO Moviez India Ltd.
UFO Moviez, founded by the Valuable Group and jointly promoted in association with Apollo International Limited, is the largest chain of satellite based digital cinemas in the world with more than 1800 screens across India. UFO Moviez beams digitally mastered high quality movie images through satellite directly to cinema halls facilitating wide release of any film without any additional cost in prints for content owners and unprecedented viewing pleasure to movie viewers alike and has till date screened more than 3.8 Million shows all over India. UFO has revolutionized the way films are distributed and exhibited in India through its pioneering technology and infrastructure, UFO MOVIEZ envisages a ‘FIRST DAY FIRST SHOW’ regime for film distributors and cinema owners across the country.
About Scrabble Entertainment Pvt. Ltd.
Scrabble Entertainment was formed in November 2007. Scrabble being India’s first and only 2K DCI Compliant Cinema deployment entity aims to convert every multiplex in the country to the 2K Digital Cinema Platform. The company has already contracted with the leading Exhibitors, Producers & Distributors in India to facilitate this conversion.
Scrabble acts as an intermediary between content providers including major studios and independent distributors, and the exhibitor. Under a Virtual Print Fee (VPF) business model, Scrabble finances the exhibitors’ transition to digital by collecting a negotiated “virtual print fee” from movie distributors & producers.