With a prime objective to bring quality entertainment to all segments in tier I, II and III cities, Eylex Films Pvt Ltd, Ranchi-based multiplex, is primarily focusing on East India to expand its multiplex network.
Talking exclusively to IndiaRetailing, Anand Lohia, director, Eylex Films Pvt Ltd reveals, "We have pan-India expansion plan but currently, our prime focus will be to expand our mutiplex network in the East. We are about to open five multiplexes in the cities including Asansol, Jamshedpur, Bokaro, Sambalpur and Deoghar."
The three-screen multiplexes will open in Asansol’s Galaxy mall in October 2010, Jamshedpur in July 2010, Bokaro in August 2010 and in Sambalpur in March 2011. "Our tentative investment in opening these multiplexes will be five crore rupees in Asansol, four crores in Jamshedpur, 3.5-4 crores in Bokaro, four crores in Sambalpur and three crores in Deoghar multiplex," reveals Lohia.
Lohia comments on pricing strategy in these markets, "Pricing witl be in line with our strategy to reel-in more audiences with lucrative ticket rates from Rs.50 to 150 in our multiplex."
Currently, its only existing multiplex is located in Ranchi with two screens and 324 seats, which has been in operation since September 2007. "We generated a turnover of Rs.4.5 crores from two screens in Ranchi in 2009-10 and spend two-to-three per cent of its revenue in marketing the brand," reveals Lohia.
Eylex has further plan to open 25 screens by March 2011 and expects to double its screen by 2012. "Our target is be present pan India in the next 12 months," concludes Lohia.
— Diwakar Kumar
