Multiplex operator Grand Cinemas has gone in for a complete change of identity, rebranding itself as ‘Novo Cinemas’. But there is more to the transformation than one limited to the name.
Plans are in place to pitch the multiplex venues as ideal to host corporate events or product launches. Or, it could be utilised to draw in viewers for high-intensity sporting spectacles such as next month’s football World Cup in Brazil. The options over and above screening movies are wide, so to speak.