Subhash Ghai along with the movie's star cast inaugurated the property by lighting a lamp. An official press statement on the launch of this new property stated the reason for Cinemax to move into Bengaluru for its next property to be - "Bengaluru is India's fifth largest and fastest growing city, with a population of young professionals lending it a vibrant, cosmopolitan air. The Cinemax property, catering to their tastes, is strategically located at the Soul Space Spirit Mall, an apt catchment area surrounded by corporate parks and cosmopolitan residences."

Commenting on the launch event and the association with the film as part of the inauguration, Sunil Punjabi, CEO, Cinemax said: "We are very proud to have entered Asia's Silicon Valley, Bangalore and are immensely pleased to have Subhash Ghai and the stars of 'Love Express' at our inauguration. This is our second property in the South and will reinforce our presence in the region. Cinemax has pioneered the movie premiere culture and various consumer connect activities to guarantee a complete cinematic experience for its patrons. With this launch, audiences in Bangalore will enjoy the heritage of our warm multiplex hospitality and world class technology."