Multiplex experience for Rs 35!

B D Narayankar

NO FAMILY with even four members would like to go to a multiplex to spend Rs 120 each, have some fast food and go home with an empty pocket. Nor would they love to watch a movie on pirated DVDs by paying less and compromising on quality viewing.

All this will change soon with Cinemeta Entertainments (India) Pvt Ltd providing high quality entertainment which aims to provide complete family entertainment to masses at an affordable price.

The company, formed two years ago, is testing the concept with 20 theatres in Gujarat and Mumbai. Cinemeta takes the single-screen theatres on long-lease basis, paying rentals to owners, followed by renovating the theatre both interior wise and technology wise. The plan is tailor-made for movie buffs to experience the same ambience and facilities like recliner seats, food court, gaming zones and utility services in single-screen theatres too. Mumbai-based Cinemeta Entertainment is all set to acquire 500 single-screen theatres across the country and change them in to a complete family entertainment spots.

An outing at multiplexes today costs a couple anywhere between Rs 120 and Rs 340. Popcorn and Pepsi combo will cost between Rs 80 and Rs 120. If you choose to eat a small meal, it will cost another Rs 150. And a dinner combo will cost anywhere between Rs 350 to Rs 500.

Frustrating experiences such as this and skyrocketing ticket prices seem to be encouraging a lot more people to stay put at home and watch pirated CDs and DVDs.

Cinemeta has the potential to combat these two burning problems. It employs state-of-the-art digital technology and beam pictures through satellite connectivity rather than capturing it on hard disk and then transporting it to theatres. "This provides an ambience similar to a multiplex at 30 per cent low-ticket costs," Cinemeta chief operating officer Girish Korde said, which means that tickets could be bought for Rs 35 or Rs 50 only.

Elaborating on how the concept will be successful amid multiplexes providing high-end facilities, chief operating officer, Korde said that they will target movie lovers from all strata of the society, particularly those who can’t spend on multiplexes.

Since producers are renting out prints to distributors at the exorbitant price of Rs 60,000 per print, exhibitors are forced to increase ticket prices. "But Cinemeta will provide a wide scope for producers to save on the print cost which will bring down ticket prices," Korde said. "There is another advantage of Cinemeta. Since the analog print deteriorates after every display with scratches, digital display will have the advantage of better viewing experience for the viewers," he added.

When most multiplexes around the country are keeping prices high to stay in competition, Cinemeta is giving them tough competition. "It is simple economics. No family with seven members would like to go to a multiplex to spend thousands of rupees," Korde contends.

Source: Meri News