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After Chhota Bheem, Adlabs Imagica to offer ‘House of Stars’ rides

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After Chhota Bheem, Adlabs-run theme park Imagica has partnered up with a 3D technology firm to launch the House of Stars. The move has been taken to boost both footfalls and merchandise revenue.

The country’s first and the only theme-park designed on the lines of Universal Studio of Hollywood, had Rs 20 crore of its Rs 256 crore revenue coming in from merchandise sales in FY17, taking its total ancillary sales, including food and beverages, at 30 per cent of the total income.

From May 8, Imagica is set to soft-launch the House of Stars, the first official Bollywood Hall of Fame, which is a Bollywood-focused theme ride in technical partnership with Kloneworld Entertainment in content association with Dharma Productions, Fox Star Studios India, Arka Mediaworks, etc, Imagica joint chief executive Dhimant Bakshi told PTI.

The House of Stars will showcase interactive life-size figurines of leading film actors – from yesteryear legend Dilip Kumar to the newbie Varun Dhawan among others.

In addition, Imagica will also launch House of Stars merchandise and an opportunity to get their personal 3D printed miniature figurines.

With Chhota Bheem and House of Stars, Imagica expects to touch 35 per cent with merchandises next year.

Imagica and Green Gold Animations, the creators of Chhota Bheem, have come together to form an alliance which will see popular kids character take shape in the form of rides, merchandise and parades.

This one-of-a-kind association with India’s pioneer in producing original animated content, will witness the introduction of India’s first character ride – ‘Chhota Bheem The Ride’.

The association will introduce an assorted range of merchandise such as Chhota Bheem and his friends’ apparels, toys, and ‘Back to School’ products at all the stores and kiosks across the park.

For December 2017 quarter, Adlabs had reported Rs 62.98 crore revenue, up from Rs 60.46 crore a year ago, while its net loss soared to Rs 35.73 crore from Rs 22.77 crore during the same year-ago period. Interest cost too jumped to Rs 32.03 crore from Rs 30.96 crore.

Adlabs is also scouting a buyer for a 200-acre land parcel around the theme park, which may fetch it Rs 150 crore.

“The entire proceeds from these deals will be used to pare debt,” Bakshi said to PTI, adding after that they will look at expansion. “We’ve identified Delhi, Bangalore and Hyderabad to take Imagica footprint out of Mumbai.”

Kloneworld is founded by Ajay Sharma and Gurjit Sidhu in 2013 and is into 3D illusion art.

Located between Mumbai and Pune, Imagica is one of India’s leading holiday destinations, offering a gamut of interesting and unique entertainment experiences under one roof through its international standard theme parks


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