Adlabs goes for Big rebranding

Will officially adopt new moniker Tuesday

NEW DELHI -- Adlabs, India’s largest theatrical chain, said Saturday that it will officially adopt its new brand, Big Cinemas, on Tuesday.

Big Cinemas is owned by Reliance Big Entertainment, which recently funded DreamWorks’ exit from Paramount for $550 million.

The new brand identity has been designed by Singapore-based creative agency Bonsey Design.

“In line with the Reliance ADA Group’s philosophy for a single monolithic consumer entertainment brand ‘Big,’ India is the first step in our international brand rollout. Big Cinemas also will be rolled out across over 200 cinemas in the U.S. and Malaysia shortly,” Adlabs Films Ltd. CEO Anil Arjun said.

This year, Adlabs acquired 240 screens across 28 cities in the U.S. in partnership with Knoxville, Tenn.-based Phoenix Theatres. In May, Adlabs acquired a majority stake in Malaysia’s Lotus Five Star Cinemas, resulting in 51 screens.