The Hindu Business Line : Chennai's multiplexes seek to be much more

WITH movie-goers clamouring for more entertainment options, theatre complexes cannot make do with just screening films these days. Chennai's two largest movie theatre complexes (in terms of space), Abirami and Sathyam, are expanding to include other options for their customers.

Sathyam Cinemas, for example, is on the verge of introducing IMAX (a type of movie experience where the picture is usually a few storeys high, and the movie screen has the highest quality format) in its theatre complex. "There are some formalities to be completed," said Mr Kiran Reddy, Managing Director, Sathyam Cinemas.

"Hopefully by the middle of next year, IMAX should be up and running," he added. Earlier this year, Sathyam Cinemas had tried to improve the movie-going experience by introducing RDX (real digital experience). Mr Reddy pointed out that the RDX has to some extent improved footfalls at Sathyam cinemas, because people are prepared to pay for a better experience. He declined comment on the exact figures.

But is the future of cinema complexes in shopping malls? Will customers demand that the two go side by side? "I am not sure if shopping and cinemas go together," said Mr Reddy. "There may be a market for impulse purchases, and impulse entertainment, but I don't think a shopping mall necessarily adds value."

Abirami Theatre, on the other hand, plans to expand its existing shopping mall. "When we started off in March 2003, we anticipated that we would break even in five years, but now we can achieve that easily even in four years," said Mr Sv. Rm. Ramanathan, Managing Director. In addition, Abirami will devote 3,000 sq ft to a children's park, which will include a `dragon train,' a ride that goes through caves, and a traffic park, where children can ride mini-motorcycles on specially constructed roads. Mr Ramanathan said, "The future of theatre complexes in Chennai is in shopping malls. Standalone theatres will eventually vanish."

Another player, Delhi-based PVR Cinemas, seems to think so too. The upcoming Ampa Mall will include PVR's six-screen multiplex. Slated for launch between July and September 2006, Ampa Mall would be spread over three acres and would have a built-up area of six lakh sq ft, said a spokesperson. The mall will house a hypermarket, a salon, a bar, and a fine-dining restaurant. Chennai Citi Centre, an upcoming shopping mall, will include a 35,000-sq. ft. five-screen multiplex of Inox Leisure Ltd. Construction is underway and it is slated for completion in January 2006.

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