Matti Multiplex is the first multiplex theater in Ethiopia.The theater resides in the eight story Edna Mall complex and was built by one of the largest real estate developers in Ethiopia,Ato. Teklebirhan Ambaye. It was officially opened for service in the year 2007; at the time Ato. Teklebirhan Ambaye reported that he spent 28 million Ethiopian birr, roughly USD $3.1 million on building the theater and equipping it with the latest in digital cinema technology, including projectors from Christie and surround sound systems from Dolby and THX. A story on the opening published in the Addis Fortune related that the interior of the 100 plus seat auditoriums are furnished with “plush blue seats complete with an armrest cup holder for the beverages sold in the lobby”.
Mati Multiplex launched a plan to expand nationwide
Currently Mati Multiplex has launched a plan to expand nationwide with branches across six major regional towns while Bahir Dar becomes the first town outside Addis Ababa to have 3D Cinema facility. Although Mekele, the seat of the Tigray Regional State, is the first regional town to host the first branch of the Cinema chain a year ago with 35mm movie screening cinema facility, another regional town Bahr Dar has taken the lead in hosting the 3D Cinema infrastructure outside of Addis Ababa.
Marketing head of Matti Multiplex, Yidnekachew Firew, told The Reporter that the company has begun screening movies in 35mm screen last month in Bahir Dar before it made the decision to move the 3D screening facility.He also said that 3D screening will be launched next month with a grand opening ceremony to kick-start Mati Cinema in the lakeside town.According to Yidnekachew, the company has leased the famous Mulualem Cultural Center in Bahr Dar for one year to screen its movies with possible extension on the contract.In addition to Bahir Dar and Mekele, the company has also finalized preparations to open more branches in Adama, Hawassa, Dire Dawa and Gonder, all major towns across Ethiopia.The company also noted that the four branches are expected to be operational in the coming months with an estimated budget of 15 to 25 million birr.
Ednamall.info have stopped giving service and is down
Despite the Nationwide expansion plan of Matti Multiplex, the company needs to work hard on Marketing and online Advertising. Recently the website of Matti Multiplex : ednamall.info have stopped giving service and is down for quite some time. Many movie goers visit the website to check schedules and movie premiers. For a company that is planing to expand their business nationwide and willing to invest 15 to 25 million birr managing a website & social media account shouldn’t be an issue. The domain name Ednamall.info was registered on Godaddy.com, one of the largest publicly traded Internet domain registrar and web hosting company, however it was auctioned for a sale since Matti Multiplex couldn’t pay the Annual fee of $15. The domain name was sold for the highest bidder, $21 to be exact. We don’t now if Matti Multiplex wanted to change their domain name or if it is pure negligence,but a company with such great ambitions should take Marketing and Advertising very seriously and we hope their website will be live soon.
Kana TV is taking the blame for Sino Cinema Failure
In a related news, Sino Cinema, the sole private Cinema House in Gonder, 747 Km North of Addis Ababa, is struggling to stay afloat due to the shortage of up to date local and international films. The company also said that Addis Ababa-based filmmakers are reluctant to supply films for screening in Gonder, one of the historical towns in Northern Ethiopia.Sino Cinema house also revealed that the arrival of Kana TV, a Dubai-based TV stations airing dubbed Amharic content to audiences across Ethiopia, has compounded the problem it has been facing.
Manager of Sino Cinema, Yetimgeta Sisay, told The Reporter that although the cinema houses is well equipped with modern sound devices, screens and the capacity to accommodate over 130 people at a time, it is struggling to convince filmmakers and secure regular flow of up to date films to the viewership in Gonder. Yetimgeta also hinted to The Reporter that owner of the Cinema is in discussion with Mati Multiplex for possible leasing of cinema hall to the latter. On the other hand, Yidnekachew also confirmed the talks but if the deal goes through Mati Multiplex would be housed in Sino Cinema in Gonder.