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Romancing the screen
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Coimbatore catches up with the big metros as it spruces up its cinemas for a complete and stylish viewing experience, writes K. Jeshi
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Photo: K. Ananthan
Creating a multiplex ambience The movie hall at Maharaja multiplex
The venue — Central theatre on Mettupalayam Road. The AC hall is packed. The walls glow in different colours. Lights on the steps guide you to your row. You settle down on the comfy seat and the show begins. And, the mind boggling sound from th
e three-way A-track active speakers with surround EX effects announces the arrival of an all-new multiplex experience.
Movie makeover
Movie halls in the city are working overtime to make film viewing a rewarding entertainment. Creating a multiplex ambience for a complete film viewing experience is just the beginning. “Renovation has been an ongoing process,” says B. Sreeraj, the third generation owner of the Central and Kanakadhara theatres, set up in 1962 by V. Ramasamy Naidu along with actress Saroja Devi.
Photo: K. Ananthan
The food court at Maharaja multiplex
“We introduced 70mm stereophonic sound system and screened Cleopatra. When Jurassic Park was released in 1995 in DTS sound, we converted our sound into six-track digital sound. In 1998 it was Dolby digital with EX surround system and we keep adding to it,” he says.
The seating capacity in Central has decreased to 1067 from about 1500 in order to accommodate broader seats. More leg space, LED lighting, and an improved food court (the popular keerai vadai has given way to burgers and pizzas) and online reservations ( www.thecentralcinemas.com) are the other additions.
A third screen with a 300-seater hall with reclining seats will be in place in another year’s time, exclusively to screen English, Hindi and Malayalam films.
In the past, Central theatre, has had successful runs of English movies such as Mackenna’s Gold, The Great Escape, It’s a mad mad mad world, Sound of Music, Casablanca, Five Men Army, Fast Forward (199 days and it created the record as the second highest run in India) and Hindi movies such as Qayamat Se Qayamat Tak (302 days), Chandini (75 days), Kudha Gawah (95 days) and Tridev (100 days).
“ We have moved on to Tamil movies. Now, English movies are released in dubbed versions in Tamil and it takes away the charm. So, there is limited audience for such movies. Our strength is the theatre’s image as place for families,” says Sreeraj.
Exclusive
Growing competition is another area of concern. With multiplex theatre complexes expected to become operational in prime locations such as Avinashi Road and Brooke Bond Road shortly, the existing players want to bank on the exclusivity factor to draw more crowds.
“Personalised hospitality services will be our highlight,” says Tushar Dhingra, COO of Adlabs Cinema, part of the Reliance Anil Dhirubhai Ambani group.
Photo: K. Ananthan
Plush interior at Central theatre
Adlabs will run the four-screen KG complex, on Race Course Road with a seating capacity of 2,253.
“We want to refurbish the cinema hall physically and make it a popular destination for the cinema viewing audience,” he adds.
Online bookings
Wide viewing screens, DTS sound, Xenon projection systems, plush seats and more food and beverages counters. Facilities like mobile bookings and online bookings (ww.adlabscinemas.com) will be in place in the next 60 days.
“We also plan to install top of the line digital projections, which is approved as a global benchmark of digital projections. The idea is to offer a unique experience of entertainment, which is more hospitality oriented,” he adds.
New arrival
At Maharaja Multiplex inaugurated at the Maharaja theme Park on Coimbatore-Erode State highway, the USP is posh ambience and the multiplex style. And, the facility to screen a movie simultaneously at both the theatres. “One theatre is exclusively for Tamil movies and the other screen is for English and Hindi movies. We plan to add four screens and introduce net bookings shortly,” says P. Sathiyamoorthy, managing director.
On the trend of films, theatre owners say that as long as good movies are made, people will come to watch them on the big screen.
And, the winners are simple stories such as Anjathae and Yaaradi nee mohin
“As in bigger cities, people want the comfort to enjoy their outing,” says M. Subramanian, president of district theatre owner’s association. “Online reservations, food court and restaurants add to the experience,” he adds.
The prices of tickets range from Rs. 10 upwards.
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