The consortium led by Phoenix Mills has inked a historic deal with Adlabs Cinemas for the country’s largest multiplex cinema at its Kurla project – Phoenix Market City. The 140,000 sq. ft. multiplex will have 15 screens and over 4000 seats. The deal was hotly contested by leading domestic and international multiplex chains, an indicator of the iconic status the mall enjoys, but was finally bagged by Adlabs recently.

Apart from regular screens that will show the latest releases, the Adlabs “megaplex” will also screen popular sports events and live concerts. The megaplex will house two luxury screens with adjoining ‘Ebony Lounges’. Adding another first to audiences’ variety of viewing experiences, the Ebony Lounges will have live band performances round the year, bringing novelty and uniqueness to their overall cinema experience.

The interiors of the multiplex are being designed by top international designers and architects. With 170 screens in India, Adlabs Cinemas is by far the largest cinema chain in the country. It also has a 251 screen cinema chain in the US as well as a 51 screen cinema chain in Malaysia. The company is known not only for the technologically advanced cinema experiences it offers through India’s first IMAX and 6D theatres, but also a multiple award-winning customer orientation.

According to Tushar Dhingra – COO, Adlabs Cinemas, “Adlabs’ commitment has always been to set precedents for new entertainment concepts in the country. We believe that the new Adlabs megaplex will set world benchmarks in terms of design and ambience, technology and overall consumer viewing experience.”

The Adlabs multiplex will come up at the Phoenix Market City complex at Kurla LBS Marg in Mumbai. The mixed-use complex, touted as the ‘Monster Mall’, is spread over 4.5 million sq. ft. The Rs. 1100 crore Phoenix Market City will house the city’s largest hypermarket, departmental stores, food courts, entertainment zones and over 400 branded stores.

Says Tony Ward, Chief Operating Officer, Phoenix Market City Management, “The Kurla project is planned to become a complete consumer destination and a must-see for Mumbai populace and tourists. This is going to be a world-class destination with retail spaces, offices, hotel and multiplex. It will also include a uniquely designed leisure area for people, something which will be entirely new for the city. Because of its central location, the complex will be able to cater to Mumbai’s western, central and the population from the downtown.”

Market City Management is developing large Market City complexes ranging from 2 to 4 million sq. ft. in 20 other cities in India, that includes metros like Bangalore, Chennai, Pune, Kolkata, and tier-2 and tier-3 cities like Indore, Raipur & Udaipur.

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