Indian Premier League February 17, 2009

Going to the movies ... sort of

When in India, go to the movies

When in India, go to the movies. And when you get there, don’t watch one. Put on your face paint, throw on that snazzy jersey, and root for your favourite cricketers.

Perhaps borrowing from the USA where, in 2003, certain cinema chains telecast Boston Red Sox baseball games as the team surged toward the World Series, the IPL has decided to try something new and exciting.

Following an increase in requests from cinema owners in India, the IPL has decided to float tenders to sell these rights for the 2009 season. "We have decided to issue tenders for selling these rights for one year or so," said IPL chairman and commissioner Lalit Modi. "We will decide on continuing this after seeing how it goes on."

Come to think of it, a Twenty20 game lasts about three hours, which is the average length of a Hindi feature. In India the concept of a ten-minute interval is still there, which is almost the equivalent of an innings break. And India loves movies and cricket. Who'd a thunk it?

Cinemas aren’t just about movies anymore. Seems like they are more like entertainment destinations. .

Jamie Alter is a senior sub-editor at ESPNcricinfo