The Hindu Business Line : Now multiplexes start travelling to tiny towns too

IT'S not just the fast-moving consumer goods (FMCG) or auto companies that are targeting India's hinterland. Even entertainment complexes with food courts, multiplexes and shopping malls are looking beyond the metros and are mushrooming in smaller cities and towns such as Ludhiana, Lucknow, Jalandhar, Kanpur, Sholapur and so on.

Essel Group's E-City which has already set up such complexes in Ahmedabad is looking at Chandigarh; Sahara is planning to have entertainment centres in the 100-odd townships it is planning to develop; DT Cinemas (part of the DLF Group) is looking at all the Class B Metros in northern India; Mumbai-based Shringar Films is tapping the Nashik and Sholapur townships while lesser-known BTL Group is entering Meerut, Agra and Faridabad.

According to an official in DT Cinemas, "We are looking at the Class B metros all over north India as we feel people there have enough disposable income. Going by our assessment, the realistic cost and the returns from entertainment centres here look very attractive. The payback looks good on paper."

Another benefit that developers see is the low cost of real estate. Therefore it is far cheaper to develop such complexes in smaller towns. Hence, the prices for tickets are also expected to be lower. "If the developmental costs are not high, the tickets would be affordable," the official added.

Also, there are very few entertainment options in these centres. Mr Anil Jindal, Director, BTL Group, "In such small towns, there are very few places where people can go to. The existing infrastructure is very poor. So a good cinema hall with plush interiors with eateries and shopping facilities will go down well with the local people."

Officials in the entertainment industry claim that the growth in multiplexes in smaller towns would augur well for the film industry as well. "In smaller towns, video piracy is rampant. With good multiplexes at affordable rates, people would prefer to watch movies on the big screen," said Mr Sanjay Bhutiani, General Manager, Leo Entertainment.

Added to this the 50:50 joint venture between Mukta Arts and Adlabs Digital Exhibition Ltd will use digital projection technology and will target to update 400 B class theatres across India. Initially 100 theatres in Punjab, UP, Bengal and Bihar would be modernised.

So, it's going to be `rocker technology' backed stadium seating, no obstruction viewing, plasma wall-to-wall screens, Xenon projection technology screening and more for these folks too.

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