Background
In the late 1990s, we saw an opportunity in providing an outstanding movie viewing experience to the Indian audience. Combined with the availability of high quality retail space in India, the avid movie going habits of Indians and the paucity of good quality theaters in the country, we felt this was a viable opportunity for a successful business. We, therefore, reoriented our business model to increase our focus on the nascent Film Exhibition business, by leveraging on our strong Film Distribution experience.

We benchmark ourselves with global multiplexes, and strive to enhance our service offering in line with the emerging trends globally. To provide exceptional consumer experience, we have introduced the ‘Gold Class’ screens which feature natural leather recliners, where each recliner stretches to 150 degrees, super size screens, state of the art projection and sound systems. Apart from popcorn and soda, we also offer specialty food, which can be ordered and delivered on ones seat!.

Evolution:
We were incorporated in 1999 and commenced operations in the same year. We were formed with the core objective of providing cinema goers a unique movie viewing experience.

In 2001 in order to encourage investment in the sector, the Maharashtra government announced significant tax benefits for multiplex operators, which made investments in this sector more attractive. Sensing this opportunity, we decided to invest further capital into the Multiplex business. We raised fresh equity capital from GW Capital (one of the leading venture capital funds, and now know as India Value Fund) and commenced operations.

Currently, FAME operates 102 Screens and 28,518 seats across 13 cities in India in sates of Maharashtra, Gujarat, Haryana, West Bengal, Jharkhand, Karnataka and Tamilnadu.

	No of screens	No of seats
Properties under Fame India Limited
Mumbai	32	8951
Pune	6	2024
Nashik	3	1318
Aurangabad	3	1012
Kolkata	10	2405
Anand	3	624
Bengaluru	10	2386
Dhanbad	4	996
Bharuch	3	890
Panchkula	3	652
Baroda	4	1116
Chennai	5	1327
Properties under Joint Venture
Mumbai	5	1282
Properties under management model
Kolkata	2	701
Surat	6	1840
Baroda	3	994
Total	102	28,518

STRENGTHS

Market Reputation:
The FAME brand has been identified with professionalism and transparency in business practices. This is the core strength on which all our businesses are built.

Ability To Identify Locations:
One of the biggest factors for the success of any multiplex is the location. We believe that our skill in identifying locations is one of our key strengths. We have a professional team with many years of experience in evaluating various locations in terms of catchment area, competing alternatives, expenditure patterns and demographic trends.

Proven Project Management Skills:
We have an in-house professional team for project implementation supported by project management consultants. This model of implementing projects has enabled us to complete properties within budgets and time.

Capital-Efficient Project Design And Execution:
Our projects are planned and conceived in a manner that each property is profitable on a stand alone basis. We use our internal skills to assess the location and demographics and decide on capital expenditure accordingly. The properties on which we operate are not owned by us. We manage these properties pursuant to agreements entered into with the respective owners of the properties. Apart from stand-alone profitability of each site, it also ensures an efficient use of capital.

Selection of content:

Due to our experience in content selection and programming for many theaters and a deep understanding of different film genres (developed in our distribution business), we are well-placed to exploit each film available in the market.

Marketing strength:
The brand ‘Fame’ has been established in the consumers mind due to marketing through newspaper ads, radio spots, direct mailers, internet mailers, Purple Ribbon (our social initiative) and the use of promotions like paid previews, contests, movies merchandise, DJ in the lobby over the weekend etc. Premieres of films are also used as an important marketing tool.

Customer Orientation:
‘Fame’ has built a clear focus on customer orientation, by providing services such as, tele-bookings, home delivery of tickets, internet bookings, IVR and kiosk bookings.

Long-standing experience in Film Distribution:
Apart from the experience in areas of exhibition i.e. programming, theater management and running multiplexes, we have experience of over 25 years in film distribution. This distribution experience is particularly useful for the exhibition business in the following way:

• Ability to identify under serviced areas and/or untapped locations, where unmet demand for a movie theater exists. This helps us in selecting locations.
• Relationship with producers/distributors in getting access to content.
• Relationship with theater-owners enables us to have access to locations for retrofits properties.
• Understanding of different film genres and their box-office potential. This is important for content selection.

Integrated Technology Backbone:
We have laid a lot of emphasis on a technology and systems. We use different softwares, which provide us a regularly updated MIS. This assists us in our day to day operations.

• Vista
  Vista is ERP software made by a developer in New Zealand and used internationally; which covers all aspects of managing and operating cinemas. The product line is scalable so as to be suitable to exhibitors who run from one cinema to hundreds of cinemas. Apart from Box Office and F & B sales, the Vista suite is used for web ticketing, kiosks, employee scheduling etc.
• Boss
  The Back Office Software System (BOSS) is a specialized Accounting System for the hospitality Industry / Service Oriented Companies. This software is integrated completely with Vista, thus enabling accounting to remain online on a daily basis. This helps in closure of books every month and preparation of MIS reports within 5 days of the month end.

GROWTH STRATEGY
Our growth strategy is to increase number of patrons is through a ‘pull’ – innovative programming and ‘push’ – block booking and build a pan India presence is a cost effective manner, and furthering “Fame” as an experiential multiplex brand through a mix of multiplexes, retrofits and some standalone properties.