New Delhi, July 15 -- Several multiplex cinema operators are surging ahead with a two-pronged expansion strategy undeterred by recent unpredictable box office performance.

Big multiplexes such asPVR Inox and Cinepolis as well as smaller companies such as Miraj Entertainment Ltd, Mukta A2 Cinemas, and MovieMax Cinemas have set their eyes on tier 2 and 3 markets such as Patna, Shillong, Jaipur, Kota, and Leh-Ladakh to build low-cost cinemas with local developers.

The second part of the strategy involves focusing on markets in South India, including cities like Hyderabad, Bengaluru, Huballi, Kochi, and Cuddalore that boast a robust theatre-going culture, according to industry experts.

These expansion plans come amid a lacklustre first hal...