March is the season in India when the examination fever is over and the cinema halls salivate with the expectation of full house what with the young crowd literally foot mapping cinema halls to have a break from the arduous studies. However, for the first time after the advent of Indian Players League, the cinema halls were empty and barren as the crowd got an instant and live enjoyment in the form of IPL matches, which also had the nearly same duration as a movie.
With the new IPL season on the anvil, a relook into the strategy was the need of the time, and it has come out in the form of initiation of negotiations between the cinema hall owners as also the IPL management to arrange for live matches in the cinema halls as well. If it comes through it would be another marketing synergy where two of the greatest passions and pastimes in India, cricket and cinema would be pooling the resources jointly to have synergize benefits for both of them. It indeed would be an Elysian feeling for the aficionados of cricket to view the action of IPL on such a large screen with much of fanfare. The catch would be, whether the aficionados would be agreeable to view the matches, one of matches may have drawn huge crowds at the cinema halls, but to view more than 100 matches, in which the TRP ratings in television had also registered a decline, on a big screen by paying for it could be a tad difficult proposition.
It would therefore bring into question the marketing acumen of the managers, and it could open up immense possibility for the game promoters as also the brand managers to come out with interesting competitions during the course of the match to keep the viewers engaged. At least for one of the prime markets in India, Mumbai this concept would be a great hit, and that is precisely the reason why the authorities both at IPL and cinema management are working to smoothen the creases and set the deal rolling.
If it materializes it could open up a new vista of viewing. May be, the exhibitors could provide movie tickets for the previous or the next show prior to the matches at a discounted price as a package deal to have good audience for the movies being shown in the cinema hall as well.
The art of survival demands that when competition is difficult to stand to, it is beneficial to join the competition than devising strategy to counter it, and IPL and cinema are precisely aiming for the same.