Film production and distribution company Shringar Cinemas has decided to set up its own independent chain of multiplexes under the FAME brand name.

The decision comes after the success of FAME ADLABS, a five-screen multiplex set up through a joint venture between Shringar Cinemas and  filmmaker Manmohan Shetty's company Adlabs.

When asked if the JV has been called off, Shravan Shroff, director, Shringar Cinemas says: "FAME ADLABS was a one-off project."

In the pipeline are five more multiplexes at Ghatkopar, Tardeo, Nashik, Sholapur and FAME's flagship multiplex FAME Mindspace, in the suburbs of Mumbai. The company is making an investment of Rs 50 crore (Rs 500 million) over the next two years.

On its flagship brand, expected to open shortly, Shroff says, "With FAME Mindspace we hope to introduce the concept of luxury viewing in India. The  multiplex will have butler service, the seats will be similar to the first class airline seats and tickets will be inclusive of unlimited food and beverage. We will ensure that the viewer can completely escape into a world of luxury and entertainment while watching a film."

Apart from this,  Shringar Cinemas has announced some initiatives for exhibitors as a step towards recognising their importance in the business of film entertainment.

The company has introduced a loyalty programme for exhibitors wherein on playing a Shringar film, exhibitors would gain points, on the basis of which they would be entitled to a trip to Disney Land or Universal Studios. Other prizes include free repeat run of pictures.

Shringar Cinemas has also been chosen by Microsoft Corporation as one its case studies for its .NET Solutions. Microsoft studied how Shringar Cinemas uses .NET to allow customers to jump the box office queue.

The case study shows how Shringar Cinemas, after it opened FAME ADLABS, set about achieving a sustained growth and establish a loyal customer base.

Shringar Cinemas developed FameCinemas.com, a B2C site based on Microsoft.NET technology. Through this service, customers gain direct access to an interactive seating plan, to reserve tickets of their choice, up to an hour before a show.

According to Microsoft's case study, online ticket sales, as a proportion of total sales, are expected to increase to 20 per cent and overall improvement in productivity is estimated at around 40 per cent.

Other gains already accrued are increase in occupancy rates, customer convenience and improved service efficiency.