Carnival Cinemas partners Louis Entertainment to expand in Northeast India

Indian multiplex chain Carnival Cinemas has entered into a strategic partnership with Louis Entertainment to expand its presence in Northeast India, including Arunachal Pradesh and Assam.

As part of the deal, Carnival Cinemas will provide with the SoPs for operating cinemas, onscreen and off-screen advertisement support, audit and training of staff, movie programming, and food and beverages upkeep to Louis Entertainment.

In return, Carnival will get the first player advantage in untapped markets like Naharlagun, Morigaon, Dhemaji, Barpeta and Jorhat.

The multiplex chain said there are over 15 cities in the seven Northeastern states of India which have a population of more than one lakh with a tremendous passion for movies and music. This partnership is an effort to tap the potential of India’s Northeastern market where national cinema chains are frugally present.

With the partnership, Carnival claims to be the largest multiplex chain in Assam.

“The post-COVID scenario for the media and entertainment industry seems very promising, especially in Arunachal Pradesh and Assam. Arunachal Pradesh is the largest among the seven states in the Northeastern region of India and we are privileged to be the first national multiplex chain to start operations here,” said Kunal Sawhney, SVP, Operations, and F&B. We are happy to announce this strategic collaboration between Carnival Cinemas and Louis Entertainment which is in sync with Government’s Look East; Act East policy for our nine properties with 14 screens and 2648 seats. The first project – a single screen theater at Azara, near Guwahati airport in Assam – will be operational next month onwards.”

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“The cultural diversity in Northeast India is very strong. There is a great scope for the cinema exhibition industry here and now Carnival Cinemas is all set to fill this gap. We expect a multifold growth prospect in these two states for the next couple of years,” added Prashant Kulkarni, SVP, Marketing & Sales and Business Development, Carnival Cinemas.

Ratul Pachani, Managing Partner of Louis Entertainment, said, “This partnership will assist us on various aspects – for the innovation and development of infrastructure of multiplex and mini cinema projects and operating solutions.”

Louis Entertainment has plans to launch 14 screens including multiplexes and mini cinemas at multiple locations. The first phase will begin in Assam and Arunachal Pradesh followed by other cities of Northeast India.”


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