The "right theatre - right content" is the 'mantra' of Midvalley. Out of the innumerable content available in the market, our team selects, suitable content for the theatre, depending on the locality of the theatre and preference of the audience. The big star cast pictures which will have good potential to create box office record will be selected and screened at the theatres to increase the foot fall in accordance with the profile of the audience, so as to maximize the revenue from each theatre.