The Hindu : Tamil Nadu News : Multiplexes will rule entertainment

Online edition of India's National Newspaper
Wednesday, Mar 16, 2005

Tamil Nadu

Tamil Nadu

Multiplexes will rule entertainment

By Sudhish Kamath

CHENNAI, MARCH 15. "Big screen theatres with more than 1,000 seaters will vanish," predicts K.R. Balasubramanian, business head of Prasad Film laboratories.

"The future is in multiplexes. People will have a choice of films when they go to the complex. Cinema going will not have anything to do with the film and everything to do with the experience of watching the film."

Mr. Balasubramanian is probably among the most seasoned entertainment centre managers, having also managed Sathyam cinema and Mayajaal in the past.

"People are willing to spend money. Even five-star hotels are full at weekends. It only goes to show that if you give them value for money, they will spend," he told a seminar organised here recently by ITCOT Consultancy and Services.

'People ready to go the extra mile'

He believes that people do not mind travelling that extra mile for entertainment.

"As long as the multiplex is accessible, it is not a hassle. People want to do something different. Events will draw people to entertainment centres. For Pongal, Mayajaal organised bullock-cart rides for visitors. They organised palm reading ... these are all things people would have fun trying."

Abhirami Mall, Sathyam cinema and Mayajaal tie up with sponsors regularly to put up stalls and organise events to give visitors value-adding entertainment.

Sathyam cinema boasts of about 8,000 footfalls every day.

Abhirami mall has daily evening entertainment in its food court section.

Multiplexes make money from not only box-office collections but also allied services such as parking and food court, apart from on ground promotions.

The emphasis is on comfort and enriching the movie-going experience by providing convenient ticket booking and home-delivery facilities.

Abhirami is launching an online `Print your own ticket' facility.

'Great days to come'

"This is just the beginning," says V. Sridharan, principal vice-president of ITCOT Consultancy and Services. "Technology will further redefine the experience. There are great days to come."

K.M. Suryanarayanan, senior manager (Technology) of Real Image Media, explains: "Posters will be replaced with giant plasma screens that will play video clips and trailers. We will have smart buildings and vending machines for Pepsi or Coke, touch-screens to book your tickets. Such technology is already available, we have to see what is the appropriate technology in the Indian scenario."

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