BUDAPEST — While millions stay home to watch the FIFA World Cup soccer matches on TV, Bulgarian exhib Alexandra Group has parlayed soccer fever into a box office bonanza by dedicating four screens in its two Arena plexes in Sofia to World Cup play.
By offering simultaneous live coverage of more than one game, Alexandra executive Christo Dermendjiev says his cinemas can offer better coverage than TV for fans.
Ironically, until the World Cup, Arena “had trouble finding material” for its four digital screens, says Dermendjiev. “Amazingly, despite the hype, (digital) product is not coming as fast as we hoped.”
Meanwhile, entertainment-news web portal Netinfo is broadcasting matches live over its Web site, cementing its status as Bulgaria’s top portal.