eal estate group Kanakia, which had recently diversified into the movie exhibition business, has now forayed into print entertainment. It has just launched movie magazine Cinemax. The group claims that the magazine will be different from other glossies as it is more like a film encyclopedia.

Given that the share of film magazines' spends have been declining - down from 4.6 per cent in 2003 to 4 per cent in 2006 (AdEx India) - isn't it a strange time to launch a film magazine? But the promoters say that the magazine is more of an initiative to educate movie goers about the Indian film industry. "Its USP is its complete insight into the world of Bollywood and is not a part of commercialisation of the Indian film industry," says Devang Sampat, general manager (marketing & sales), Cinemax. ... more