Multiplex screening of IPL-4 matches unlikely

The coming season of the Indian Premier League cricket tournament may not be screened at multiplex cinema halls.

Said an official of the Board of Control for Cricket in India (BCCI), on condition of anonymity: “There has been no decision yet. The matches may not be screened this year.” Though BCCI will not say so formally, the problem is former IPL commissioner Lalit Modi, removed after various questions were raised on the way he managed the outfit. All contracts he had signed are being examined, among these the worldwide Rs 330-crore theatrical rights contract signed with Entertainment and Sports Direct in 2009, for 10 years.


As the tournament progresses, said the BCCI functionary, they may possibly look at screening the quarter-finals, semi-finals and the final to select multiplex and single-screen theatres. IPL is scheduled to start on April 8, a week after the curtains come down on the ongoing World Cup tourney.

Sources in the film exhibition business said the BCCI was yet to make any formal communication. “ From the meeting we have had, the matches will not be telecast this year,” said a UFO Moviez company official. UFO Moviez had the rights for satellite transmission of IPL matches in theatres and, in last year’s tournament, had shown these in around 700 screens across India.

“We have started getting corporate queries for IPL, but since we did not have any answer from BCCI on this, we have not done any packages,” said a senior official from Cinemax.

IPL matches in theatres last year got lukewarm response, with most operators having failed to break even. According to multiplex owners, the occupancy rate for these matches were 15-20 per cent, with the semi-finals and finals getting a little better response due to the 3D-viewing.

Typically, during the IPL season, Bollywood does not take chances with big-budget films but takes advantage of the dry spell to release a few small and medium budget films. This year, however, April and May are packed with two-three releases every week.

IPL 2011: Volkswagen partners with DLF Indian Premier League; launches Vento IPL edition

The special edition of the sedan will go on sale in April, coinciding with the beginning of the tournament; a 360-degree campaign will also start with the IPL.

With almost a month to go for the local cricket extravaganza, the DLF Indian Premier League, Volkswagen announced its association with the tournament.

The German carmaker launched a special edition of the Vento that will go on sale with the commencement of the tournament, from the first week of April. Volkswagen has been signed as one of the official partners of the IPL for a period of two years.

"Our association goes beyond marketing, which is apparent with the introduction of the Vento IPL edition. The car adds to our existing line-up as we continue to strive to give our customers innovations, and at the same time, value for money in our products," says Neeraj Garg, member of board and director, Volkswagen Passenger Cars, Volkswagen Group Sales India.

Lutz Kothe, head, marketing and PR, Volkswagen Group Sales, says, "Globally, Volkswagen introduces special editions which have been very successful. The IPL edition is our first step towards a similar initiative. We will adopt a complete synergetic marketing approach during the IPL to reach out to customers across our carline."

The Vento IPL edition boasts of added features and specially branded accessories with the IPL logo on the car, and will be available in the 1.6 litre petrol version. Priced at Rs 7,24,000 (ex-showroom, New Delhi), the car will be available across the company's 71 dealerships.

On the upcoming campaign, Kothe says that besides traditional media campaigns, there will be dealer integration and point-of-sale activities, apart from on-ground activities such as car displays at all stadiums during the matches, branding on the perimeter boards at all matches, mid-wicket mats, boundary rope, backdrop presence, and team dugouts, among other promotional activities.

The campaign will start along with the tournament. While the car has been introduced to coincide with the IPL season this year, depending on the demand, the sales may be extended beyond the duration of the tournament, Kothe tells afaqs!.

"The Vento has been very well received in the market. Since its launch, we have sold about 14,400 units, as of February 2011," he adds.

A big spender on innovative communication, Volkswagen has in the past, associated with various sports and events worldwide. One of the major associations recently was the Beijing Olympics 2008. The company has also associated with football clubs around the world such as Moroka Swallows, Schalke 04, and Werder Bremen.