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Home > Trade News > Scrabble Entertainment to digitalize Andhra Pradesh movie sc... |
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Scrabble Entertainment to digitalize Andhra Pradesh movie screens
Wednesday, February 08, 2012 5:44:42 PM (IST)
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Bollywood Trade Editorial
Scrabble Entertainment Ltd. a Mumbai based company, which is India’s first and only deploying entity which installs digital cinema initiative (DCI) 2K and 4K systems, is aiming to convert all the single screens in the country to the Digital Cinema Initiative Platforms. The company views a market of 100 or more screens in the South and is now aiming to target 50 more screens in Andhra Pradesh due to the increasing demand for the DCI systems in this state by the respective exhibitors.
Ranjit Thakur, CEO, Scrabble Entertainment Ltd. highlighted that Scrabble is all set to penetrate into Tier II and Tier III cities of India and bring the 2K, 4K and 3D revolution to the masses of the country. “We have received a great response from the Southern market and especially in Andhra Pradesh, wherein the exhibitors have been proactively showing interest in this DCI technology.”
There is substantial scope growth for this DCI platform being adopted by the exhibitors this year because with the increase in the release of the 3D Hollywood and Bollywood movies releasing this year respectively are SPIDERMAN 4, TITANIC 2, IRON MAN 3,and RAAZ 3,DANGEROUS ISHQ amongst the others.
“As a whole, there are a total of 12000 – 18000 screens in India and only 35-45 % of these screens have adapted to digital platforms till date. The global market is also noticing a great change in the industry wherein it is expected that Hollywood physical print will not be available to the theatres by 2013 and Bollywood physical print will be obsolete by 2015 – 2016,” as opined Ranjit Thakur.
In their effort to focus on the Southern market, Scrabble has partnered with Shree Padmanabha Theatre in Kerala, and is in the process of closing deals with some of the known exhibitors in this region by the end of this year. Scrabble intends to convert all the Multiplex Screens to DCI compliant Digital Screens which will enable exhibitors to showcase alternate content and 3D content enabling them to maximize their revenues with a flexible advertisement models.
Related Articles :
- PVR Cinemas partners with Scrabble Entertainment to go 100% 2 K Digital across India
Tags : Scrabble Entertainment Ltd, SPIDERMAN 4, TITANIC 2, IRON MAN 3, RAAZ 3, DANGEROUS ISHQ, Ranjit Thakur
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