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Boutique Theatres, PNC's new business

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By: Upala KBR, Mid-Day
Thursday, June 07, 2007
Pritish Nandy Communications has announced its new business venture, PNC boutique theatres.

The theatres will run under two operating brands, Flix and Flix Grande. The first Flix boutique theatre will be located in South Mumbai and be ready within six months, while the second will start by the end of 2008.

PNC will be pioneering the concept of designer exhibition with its boutique theatres in India. It will further segment the cinema viewing audience by targetting the upper crust of viewers with tickets priced at a pricey Rs 500.

New experience

Rangita Nandy, creative director, PNC, says, "The idea behind this is simple - to build a distinctive value chain within the film industry.

Going to a boutique theatre will be an experience for the high-end cinema watcher, which will combine the pleasures of multiple screens with the personalised experience of single screens like Sterling or Regal.

We will start with South Mumbai, where people with substantial disposable income and passion for cinema can come. All kinds of films, from regional to Hollywood and Bollywood films, will be screened. This will only be for exhibitors who can afford to screen their films at our theatres."

So what exactly is a boutique theatre? Rangita says, "It's not just about sitting in a theatre and eating popcorn and drinking Pepsi - maybe we can even throw in a personal butler for your convenience.

We make, market, promote and distribute movies, so it's important for us to be a controlling part of the entire value chain. Our objective is to have at least 10 Flix screens in operation in the best locations in Mumbai in the next 18 months."

Pritish Nandy, chairman, PNC, says, "Flix will cater to special audiences and will not compete with the current multiplex chains.

This will be a new kind of cinema experience. Flix aims to build a new community of movie watchers committed to a boutique theatrical experience."

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