Cricket buffs may not be able to watch the World Cup matches on the big screen any time soon as multiplexes are yet to strike a deal with the official broadcaster.
Industry insiders reveal that ESPN Star Sports, which holds the broadcasting and theatrical rights for the World Cup tournament to be played between February 19 and April 2, is asking for a higher fixed fee instead of a flexible revenue sharing model.
“The commercial deal is not working out with the broadcaster,” said Sunil Punjabi, CEO of Cinemax India. “The 100% entertainment tax that multiplexes have to shell out to the government is making it even more difficult for us. It is unlikely that we will be able to screen the World Cup matches at our properties,” Punjabi added.
Multiplex chains including PVR and Big Cinemas are not keen on screening the World Cup matches either, and are more inclined towards telecasting the Indian Premier League (IPL) tournament.
Trade pundits had estimated that the World Cup would generate a lot more interest as India as a team would be playing after a long time.
However, viewers and multiplex owners point out that spending nearly seven hours in a theatre for a 50-over World Cup match is less attractive than watching the T20 matches.
Meanwhile, cinema hall owners are seeking newer ways to increase footfalls as the cricket mania and the examination season will lead to a dry spell at the box office. “We are bringing the World Cup fever inside our halls by offering deals, freebies and World Cup merchandise,” says Archana Jhangiani, head of brand and marketing, Big Cinemas.
Jhangiani adds that though there are no big Bollywood releases lined up over the next three months, there are small and medium budget films to keep cine goers interested.
Multiplexes are also trying to reduce their losses by offering other options to patrons. Some plan to host weekly film festivals, while others plan to sell tickets at promotional rates or tie up with food and beverage companies to offer deals, packages and prizes to audiences.
