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UFO Moviez to rake in around Rs 20 crore from advertisers during IPL telecast

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | March 02, 2010
Late last year, UFO Moviez secured the global theatrical rights for the T20 cricket matches till 2019, for Rs 330 crore

While stadiums are getting ready to host the third season of IPL (Indian Premier League), UFO Moviez, the sole distributor of IPL matches to theatres, is gearing up to create a stadium-like atmosphere in cinema halls.

& #BANNER1 & #United Film Organisers (UFO) Moviez has got on-board sponsors such as Ford, Nokia, Samsung, Union Bank of India, Hero Honda and Provogue. While the main sponsor for the whole theatrical activation by UFO Moviez is Ford, Provogue is the main activation partner. The digital cinema solution provider expects to earn about Rs 15-20 crore from sponsorship deals.

Late last year, UFO Moviez secured the global theatrical rights for the T20 cricket matches till 2019, for Rs 330 crore.

Since the company promises to bring the matches live as they happen in stadiums, it would not air any ads during the matches. The advertisements will be aired before and after the game, and between the two innings.

"The whole idea of bringing IPL into theatres was to give a stadium-like experience to as many audiences as we can. Since IPL happens only in 12 cities in the country, and not everyone can go to the stadium and watch the match, we decided to bring the stadium close to the people. But how do we create an environment like that? So, we decided to tie up with sponsors for activities and ads," Kapil Agarwal, joint managing director, UFO Moviez tells afaqs!.

Apart from the ads, there will also be several activations. For instance, Ford will display its cars in various theatres. Provogue, on the other hand, will sponsor certain theatres where a carnival-like atmosphere will be created, and its branding will be promoted. Cheerleaders, cinema jockeys who organise various quizzes in the cinema halls and give away prizes, and giving away team T-shirts to the audiences will add to the extravaganza. Plus, these theatres will also be visited by celebrities.

The company plans to bring several other sponsors on-board, and is in talks with some FMCG and beverage companies.

The company has tied up with 1,800 screens across 24 states and in about 850 cities, including 200 multiplex screens and about 700-800 single screen theatres. Almost all major multiplex chains are on-board, including Cinemax, Big Cinemas, Inox, PVR, Fame, Movietime, Wave, and Fun Cinemas, as are several single-screen theatres in tier II cities.

"To create a stadium-like atmosphere in the halls, we are also tying up with several local companies for activations, who will have a better sense of the crowd. These local companies will sponsor one or two screens in the city," says Agarwal.

The sister company of Crown Infotainment, UFO Moviez is also considering the international market for the screening of IPL matches. It is eyeing about 30-40 screens in countries such as the USA, UK and UAE.

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