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Adlabs turns Big, more screens in near future

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In a recent development, Anil Ambani-led Reliance ADAG has re-branded all its 73 Adlabs Cinemas theatres in India as ‘Big Cinemas’, despite generating a promising 49 per cent increased revenue in the quarter ended by September 2008.

When Indiaretailing caught up Tushar Dhingra, the COO of Big Cinemas said, “There is no other reason to re-brand our Adlabs Cinemas as Big Cinemas but to follow Reliance ADA Group’s philosophy for a single monolithic consumer entertainment brand ‘Big’.”

“All other ventures of ADAG carry the tag ‘BIG’ and Adlabs was our property, which was once acquired by the company. So, to bring it in our family of ‘BIG’, we have re-branded it as ‘Big Cinemas’,” he added.

However, Tushar denied to disclose the official cost figures for the revamp.

Meanwhile, the re-branding is carried only in the domestic market whereas Adlabs has presence more in the overseas. “Our growth in the US and Malaysia are inorganic, whereas in India it is mostly organic. The infrastructures available in other countries are required to be upgraded. It will be rolled out overseas shortly,” commented Tushar.

Though Tushar did not mention ADAG’s strategies in detail, he hinted about company’s aggressive expansion plan to add a number of screens in near future.

–Shailesh Shah & Sarimul Islam Choudhury

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