Miraj Cinemas: The Silent Expansion Amidst Pandemic

Despite the setback, Miraj Cinemas went on a silent expansion spree pan India, adding at least 38 new screens to its chain and foraying into newer territories & cities. With the re-opening of theatres in full capacity and two freshly minted hits, Miraj leveraged the favourable market dynamics optimally through its newly expanded network. A deep dive into the fresh additions will help understand the network of the Multiplex chain.

Covid- 19 pandemic-induced lockdowns had upended the entertainment industry, bringing theatres to a screeching halt. The partial reopening and social distance regulations laid by various state Governments did not bring about much redressal. All the big-ticket releases were stalled and kept getting pushed ahead which proved to be a major deterrent in bringing the audiences back to the theatres. With the ebbing of the Omicron wave, the theatres went back to rolling in full capacity and the industry saw two major hits from content-driven films, Sanjay Leela Bhansali – Alia Bhatt led Gangubai Kathiawadi and a Vivek Agnihotri’s directorial venture, Kashmir Files along with a Hollywood Import, Spiderman & Allu Arjun’s Pushpa.

Despite the setback, Miraj Cinemas went on a silent expansion spree pan India, adding at least 38 new screens to its chain and foraying into newer territories & cities. With the re-opening of theatres in full capacity and two freshly minted hits, Miraj leveraged the favourable market dynamics optimally through its newly expanded network. A deep dive into the fresh additions will help understand the network of the Multiplex chain.

Jaipur journals- The pink city which is Miraj’s home turf now sees an addition – of three new screens at one of the most premium Cinema houses in Jaipur, ‘Entertainment Paradise’. Taking over the landmark cinema destination and turning it around in signature Miraj style with best-in-class technology and viewing comfort, Miraj has added another milestone in its glorious trajectory.?Striving continually towards its commitment of bringing in the best Multiplex experience in the country, Miraj has bolstered the property with Atmos sound, 2K projection, the premium large-screen format of Maximum, a robust seating capacity to accommodate around 900 people at a time and furnishing every auditorium with comfortable recliners to maximise the immersive viewing experience. The theatre also houses Miraj’s delectable Live Kitchen- Chef’s Corner which will serve a variety of cuisines with hot favourites pizzas and sandwiches as well to its very discerning audiences.

Hyderabad Haul- Expanding its base in the cinema haven, Hyderabad, Miraj Cinemas added 2 more cinemas to its chain in the prominent areas in the city. Miraj Cinemas, Malkhajgiri & Miraj Cinemas, Miyapur in Hyderabad are armed with recliners, chef’s corner serving scrumptious food and a total of three screens each. All the properties in Hyderabad house advanced technology to adhere to Miraj’s promise to the viewing audiences; of serving world-class Multiplex experience.?The expansion adds 5 cinemas with a total of 18 screens, making a strong presence in the city of Nizams

Tamil Tales- A key market explored by Miraj is Tamil Nadu. Often touted as at par with Bollywood, Tollywood is Cinema Paradiso. Not only is it the cinema capital of the south industries but a melting pot for all four southern languages. Prior to Covid, Tamil Nadu even commanded the release of a plethora of Hollywood and Bollywood titles also, often dubbed or with subtitles. Another key feature about this market is their commitment towards watching cinema in theatres and often in repeat mode. The economy of cinema in Tamil Nadu is not only prosperous but also progressive. Miraj had planned a strategic foray into the state with the city of Coimbatore where the consumers aspire for better infrastructure and there is a space for growth unlike its cousin Chennai, which is relatively saturated like any other major metro. Pleasing the audience with a great viewing experience in Coimbatore will go a long way for Miraj. To cater to this cinema loving audience, Miraj has installed Atmos sound, Barco Laser projection and even pushed the envelope with a sprawling property with five screens, perhaps one of the very few B-towns with such a huge property by Miraj. Furthermore, it is also equipped with Live Kitchen-Chef’s Corner serving gourmet delicacies.

?Wooing West Bengal- A more conservative market yet the gateway to the east, Miraj marks its presence in the city of joy as well. Launching its second cinema in West Bengal and the first in Kolkata, Miraj sets the stage for its growth in eastern India as it forays into the cultural cradle of the country. The screens are packed in with Atmos sound, 2K projection, overall, a huge property housing five screens and to woo Kolkata, the food-loving city, Miraj brings in its Live Kitchen-Chef’s Corner to crawl into audiences’ heart through their bellies.

Delhi Diaries- Miraj comes up with a property at Shahdara, New Delhi to ensure families enjoy a different cinema experience. It comes with a promise of an outing with loved ones where people can watch films, enjoy delicacies and have a good time.

Raichur Rendezvous- The chain makes a landmark entry into Raichur, Karnataka giving the city its first Multiplex ever. The 4-screen property comes with the best of technology and an array of food items to choose from, making the property an entertainment destination for the city. It’s after all a city of movie lovers and Miraj’s gift to the city will be remembered for a long while.

Small is the New Big- A major part of Miraj’s commitment is to place Multiplexes in the remotest corner of the country and gift smaller towns and cities with the pleasure of viewing cinema with the best of technology. A move in that direction is marked with Miraj’s entry into Saharanpur, Bharatpur, & Nava Raipur. A large part of Miraj’s vision is to enter smaller markets where cinemas with good facilities are seldom available, it not only opens a new market for Miraj but also provides the people of these cities a much-needed entertainment destination.

To conclude, the recent major additions entail 3 screens in Jaipur, 3 in New Delhi- Shahdara, 5 each in Kolkata and Coimbatore and 3 each in Hydrabad’s Raghvendra & Miyapur. Apart from world-class technology in terms of projection and sound, the theatres are equipped with comfortable seating, luxurious lobbies and delectable food options. At present Miraj Cinemas have 57 Multiplexes with 167 screens in 38 cities over 14 states With Eyes firmly set on 200 +screens till year-end, Miraj marches ahead in its celluloid journey with renewed vigour.