Two years ago, a multiplex in Mumbai’s hip suburb Versova decided to screen the T20 World Cup final between India and Pakistan. The logistics
were all worked out in just 48 hours. This involved hiring a projector and getting the support of the local cable network.

Devang Sampat, senior vice-president, Cinemax, decided to devote four of his six screens — two of these were the high-end Red Lounge ones. The total capacity was 1,000 seats. It was a complete sellout and, in the process, two corporate bookings from Citibank and Provogue were clinched. At a handy Rs 500 a seat, he added a cool Rs 5 lakh to his kitty after three hours.

Of course the price came with the incentive of unlimited beer. “This was a one-off thing and was after all an India-Pakistan final. The response was bound to be good,” says Sampat candidly.

With the IPL2 now shifting to South Africa, the theatres offer the next best option to a live experience. There is also a tangible business opportunity for distributors and theatres — all this comes with great viewing experience for the cricket fans. The IPL had recognised this and put in a tender for the same.

The multiplex players realise the potential that can be tapped. Now, with circumstances putting the whole game into a spin, the last date for submitting the tender was extended from March 16 by two weeks. The initial reaction from industry, both the advertising and film industries, for these rights was positive with names like UTV, Eros, UFO, PVR, Group M and WSG all heard to be in the fray.

Very soon, most lost interest. One of the main reasons could be the sum that had to be paid as minimum guarantee to IPL worked out to be uneconomical with talks of rights being given only for a year making it even more unviable. Figures being quoted for the same ranged between Rs 25-50 crore.
Source – economictimes.indiatimes.com