INDIA BUSINESS WORLD - NOVEMBER 16th - NOVEMBER 30th
- 2007
PYRAMID SAIMIRA BUYS 51% IN DIMPLES CINE
Pyramid Saimira, the entertainment company, has acquired 51% in the Mumbai-based Dimples Cine Advertising & Dimples Cine Activations for an undisclosed sum. Dimples Cine will continue to remain headquartered in Mumbai, while becoming a part of the Pyramid Saimira group.
Kamal Karamchandani, joint managing editor, Dimples Cine Advertising & Dimples Cine Activations, said: "The Indian cinematic advertising is set to witness an extremely rapid growth, with organised theatre chain companies making penetration, coupled with growing digitalisation of theatres with ability to broadcast as well as monitor the advertisements exhibited in the screens. The Pyramid Saimira group now has access to 703 screens globally. Dimples Cine has more than 200 screens rights for advertisements. With this, any advertiser will have access to approximately 1,000 screens as of now across India, which is an unparalleled reach. "Dimples Cine is one of the biggest cinema advertisement companies with end-to-end in-house expertise, under one roof. With all these crucial elements, we will work out high-impact and cost-effective advertising solutions in all key markets of India," he added.
PS Saminathan, MD, Pyramid Saimira Theatre, said: "As the content industry is becoming more atomised and pull-oriented, the challenges for an advertiser to be visible on all the media vehicles assume greater importance with the proliferation of television channels and other exposure outlets such as Internet and cinema advertising companies with end-to-end expertise. Pyramid with its strong presence in all streams of entertainment business in India, be it featuring film content for television or access to the largest chain of theatres across the country, is in a position to provide almost all advertising requirements of a large advertiser or agency under one umbrella. Pyramid will become a onestop entertainment super market."
Pyramid Saimira plans to roll out close to 4,000 digital screens by 2010. "Through this acquisition, we aim to be a major media and advertisement vehicle in India." said Mr. Saminathan.
|
