The Hindu Business Line : Prasad Media's multiplex to be entertainment hub

BUOYED by good response to the five cinema theatres, including IMAX, Prasad Media Corporation Ltd will open up other avenues to diversify the entertainment menu.

As part of the initiative, the multiplex will start `Scary House' (a devils' house) next month.

"A multiplex is not just for movies," Mr Ralph Sunil, General Manager (Operations) of Prasads IMAX, said.

"But in India, people are more interested in films, even when they come for multiplexes."

"They need to change their mindset. It's more than cinemas. We see more crowds at our cinemas. Corridors are empty," he said.

" In the US they look beyond films. Also, they watch movies on science, sports and technology. Here you won't find many takers for such movies," he said.

"Now we are trying to make it (the multiplex) look different with more off-cinema attractions," Mr Sunil said.

Addressing a press conference here to mark the launch of Harry Potter and the Prisoner of Azkaban, he said the media company had plans to make the multiplex a hub for variety of entertainment options.

"We have started Chocolate Factory recently. We also opened Snow Max, a small snow enclosure," he said.

According to him, the Scary House will be the first of its kind in Asia.

Stating that the IMAX theatre had been received well, he said 4.5 lakh people, including 25,000 school children, saw `Everest' after its release a year ago. "We may extend the show for six months," he added.

IMAX theatre has lined up the Halle Berry-starrer Cat Woman in August, Polar Express (Tom Hanks) in December. The IMAX house will show India Kingdom of Tigers, the first ever movie made on India during the year.

Referring to the Harry Potter sequel (Harry Potter and the Prisoner of Azkaban), he said the movie was expected to generate $60 million as against $30 million earned by Matrix Revolutions in the IMAX format.

Though based on J K Rowling's best-selling third book in the Harry Potter series, the film comprised certain scenes that would hold some surprise for the viewers.

It cost $ 6 million for the conversion of the film into IMAX format. Incidentally, it is first of the three Harry Potter movies to be converted into IMAX using DMR (Digital Remastering) technology.

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Prasad Media's multiplex to be entertainment hub