India’s largest multiplex chain, Adlabs is going for a rebranding exercise to bring the name is sync with the group’s other entertainment ventures such as FM, DTH, DVD rental, music and movie production.
In the next 2 weeks, all 54 multiplexes of Adlabs across the country would be named as “Big Cinema” and the change would reflect uniformly across all physical elements like signage, tickets and other paraphernalia used in the multiplexes.
ADAG is also launching 200 theatres in US under the ‘Big cinema’ brand. However, Anil Ambani group is not changing the name of Adlabs Films currently.
A brand change usually involves lot of communication exercise, however with presence in other entertainment verticals, the job may be easier for ADAG since audience can relate the new name with existing BIG brands.
The exercise would also help ADAG in cross selling its product under a single brand and eventually establish itself as a vertically integrated entertainment giant. source