Retail Plus
Chennai
Many screens, more viewers
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With plush carpeting, cushioned seats with bottle holders, air-conditioning at full blast and hot butter popcorn served to your seat - watching a much-awaited release this summer will be a totally cool experience
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The entertainment industry has witnessed a sea change. Single screen theatres have become a thing of the past and the multiplex the standard norm. With a spate of investors waiting to inaugurate several more multiplexes, the viewer will be the ultimate winner.
Tan Ngaronga, COO, Sathyam Cinemas says, “There is no doubt that the concept of multiplex cinema is catching up in Chennai. So much so that the city has witnessed a shift in the way cinema consumers choose to see films. This is already the case in other markets, both in the North of the country and other parts of the world and now in Chennai too.” He adds, “With a further increase in numbers of the multiplexes, there will no doubt be an increase in competition in key metros. But as with every competitive market, multiplexes will have to define and differentiate themselves from the rest. In simple terms, the way to achieve this is to have better facilities, better locations and most importantly to be able to deliver consistently.”
The movie-goer today has a spate of choices available to him. In many cases especially in Bollywood, movies are made keeping the multiplex audience as the target. The whole movie watching experience has been revamped. With a 10 screen theater complex and a host of other conveniences on offer, Mayajaal has indeed become a popular destination for the weekend reveler. Udeep B., CEO of Mayajaal, explains, “Entertainment is a lot more than watching a movie. Apart from the movie, the ambience and the other amenities on offer, hold the key. We have a food court attached to the complex featuring 6-8 popular vendors. Apart from this there is an option for fine dining and we also have a gaming zone and a shopping arcade spread over 30,000 sqft. A go-karting zone and a resort spread over an area of 30 acres make for an array of choices. The key to success is to constantly re-evaluate and to reinvent one’s strategies and to provide a range of choices to the customer.”
Tanya Singh is a textile designer and believes that in today’s fast paced life, time is of essence. She says, “After the stress of the week one prefers to go to a one-stop destination where all the needs of the family are answered. Since most of multiplexes in the city provide this option, people prefer this alternative.” Vijaylakshmi R. agrees that in comparison to the single screen, the multiplexes are far superior. She says, “The majority of single screen theatres are in an appalling state. From stinking toilets, to torn seats, to bad sound and air conditioning, to deplorable canteens and no arrangement for parking; the only thing that works for these halls is the price of the ticket. On the other hand the comfort and security which a multiplex offers, though a wee bit expensive is more desirable.”
Lok Rawat is a software engineer and feels that in comparison to the other metros, Chennai’s entertainment scene is a bit lackluster. He explains, “There are a lot of areas which have no entertainment option and also in comparison to the other metros, Chennai is still lacking in the number of multiplexes available. As there is a dearth of good halls in the city, inspite of e-ticketing there is always a question mark on the availability of tickets. Paucity of good malls with a cine-complex attached is one factor that the city needs to work upon.”
Vinod Babu (General Manager, INOX Chennai) comments, “The Chennai audience loves to watch and live movies. There is no dearth of content as we have movies from practically all major languages being screened at the cinema halls. Coupled with this a state of the art ambience and other facilities, the market is ready for a never before impetus.” He further adds, “There are many areas like the eastern and north-eastern parts of the city which are viable for such ventures and our company will soon be surveying these options for expansions. In future we are looking forward to a Mall-Cine kind of setup as this is one sector wherein the city is all ready to explore and expand.”
With four major entertainment companies ready to unveil their projects, the cine experience is about to get a much needed facelift. If this is an indication of things to come then the Chennai movie-goer is in for an incredible experience!
BHAVNA NAGPAL
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