Designer cinema
THERE was a time when cinema was a dead word. No more. With the rush of multiplexes literally turning on its head the logic that the masses would not pay for a better and more comfortable cinematic experience, movies today are being viewed as a ̶
0;whole experience.”
Cashing in on this sentiment is PRITISH NANDY, head of Pritish Nandy Communications, who is all set to launch the Flix and Flix Grande experience in Mumbai. Nandy said, “I think multiplexes, like the single screen experience, have now become uniform and one needs to have different ideas in terms of cinematic experience.”
While Nandy is clear that his target audience is the well-heeled, well-travelled person, he is equally clear that his cinemas will be a “boutique experience. The idea is to give a designer cinema viewing experience to the consumer.” He is quick to point out that he will not be in competition with the multiplexes. “Flix will be a few steps ahead,” states Nandy.
Apart from better sound quality, and better seating, these cinemas will provide more luxuries like more food options too. Who knows, in the future cinemas and restaurants may just merge into one big sensory experience.
SUCHITRA BEHAL
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