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Crown Entertainment has the Indian theatrical rights of IPL. The company is owned by a group of Indian businessmen. “Before the IPL’s third season begins we hope to expand these alliances to about 1,000 screens. We will also create a stadium like experience at these cinemas with cheerleaders, music and IPL merchandise stalls,” said Kapil Agarwal, joint managing director UFO Moviez India, as per media reports.

Agarwal further added, “For consumers the ticket prices for these matches will be comparable to the weekend movie tickets, which typically has a premium of upto 50 per cent to the weekday price of around Rs 100-150. The ticket for the semi-final and final matches will be sold at a higher price.”

UFO Moviez is offering matches in two ways – one on revenue share arrangements per match, and other in packages of 10-30 matches, to theater and multiplex owners. However, the company is in talks with brands to advertise on-air at the beginning and the end of a match and during strategy breaks.