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INOX Leisure & Harkness Screens Partner to Provide Enhanced Movie Watching Experience with Clarus XC Technology INOX Leisure Ltd announced a strategic partnership with Harkness Screens, the world's leading screen technology company to install Clarus XC 270 3D screen technology in over 100 screens. The deployment of the Clarus XC 270 3D screens will enable guests to experience 4th generation screens which will provide wide viewing angle, greater uniformity, improved color and contrast during both 2D and 3D screenings. Designed to work with all passive 3D systems and approved by 3D manufacturers, Clarus XC screens create visibly deeper 3D content which is designed to draw in the audience creating a more captivating viewing experience. Clarus XC 270 3D screens feature d-smooth technology and are designed for use in all cinema auditoriums where 3D systems using polarized light are deployed. Whilst designed for 3D, the surface type also supports conventional 2D pictures giving a viewing experience similar to that of a conventional white screen. Commenting on this partnership, Jitender Verma, Chief Technology Officer, INOX Leisure Ltd. said, "INOX Leisure has always been at the forefront of technological innovations. This strategic association with Harkness Screens will set a benchmark in the way patrons experience cinema and we believe going forward it has the potential to be an important differentiator for INOX." Commenting on this partnership, Richard Mitchell, VP Global Marketing and Commercial Development, Harkness Screens said, "We're delighted to be supporting INOX Leisure as they embark on this significant upgrade to their screen estate. This roll-out showcases INOX's continued commitment to improving the cinematic experience. Through the

Harkness Screens Restructures Commercial Team in India Harkness Screens has announced that SVP Sales & Marketing (Asia) Preetham Daniel has taken on new responsibilities in addition to his existing role. Preetham will focus on supporting Harkness' global customers and partners.

deployment of Clarus XC technology, audiences across India will receive a truly immersive viewing experience from both 2D and 3D performances."

INOX Adopts Latest 3D Technology from Volfoni INOX Leisure Limited has announced a path breaking initiative in 3D technology through its association with Volfoni's SmartCrystal Diamond for 3D screens across the country. The choice for Volfoni's SmartCrystal Diamonds is in line with INOX's technological leadership for high quality experiences for movie goers. Jitender Verma, Chief Technology Officer at INOX says, "INOX has always been at the peak of technological innovations and implementation over the years. With the Volfoni's SmartCrystal Diamond, we will be able to offer a highly efficient, brighter image quality and enhanced movie viewing experience. Through such initiatives, we aim to continue our efforts in bringing the latest and the best technology in cinema exhibition and the proposition of LIVE THE MOVIE to our guests." "The patent protection of the compact triple beam technology powering the SmartCrystal Diamond, has allowed us to develop the best High Light Efficient 3D system our customers expect." underlines Franรงois INIZAN, Managing Director at Volfoni.

Commenting on these changes, Harkness Screens CEO, Mark Ashcroft said: "we are building our global commercial footprint to assist global cinema customers as they expand across territories. In order to provide partners and customers alike with a single point of contact we believe Preetham has the experience to operate across boundaries, liaise with Harkness' commercial teams and ensure customers benefit from all the services and products Harkness can offer." Asked specifically about Harkness' investment in the Indian cinema market, Ashcroft remarked; "the Indian cinema market is important to Harkness, we have been engaged with the industry for over 15 years and supported growth in the Indian market by building a state-of-the-art manufacturing facility in 2013 that has enabled Indian cinema customers to access quickly and reliably the latest screen surface technology. The response from our customers has been immense and we now want to put more sales and customer support resources on the ground. To do this, I have asked Preetham to review the commercial strategy for India and I am delighted to announce the addition of Chaitanya Patel to the commercial team in Bangalore. Chaitanya will work with Preetham with specific responsibility for New Business Development. They will conduct a strategic review over the coming months to establish the appropriate level of new resource required to meet the needs of our customers." March-May 2017

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Commenting on his new role Preetham Daniel said "it's exciting to be able to work more closely with our global colleagues to ensure our customers and partners can execute their growth plans. I am also excited to be working with Sriram to further develop Harkness' business strategy within India. It's a very diverse and complex market and I look forward to working with our Indian team to increase our local presence particularly in the North, East and West of the country."

VKAAO Launches India's First Ever 'Theatre on Demand' Service PVR Cinemas, the largest cinema exhibition company in India, announced the launch of VKAAO (vkaao.com), a collective action webplatform that enables individuals to choose the films that play in their local theatres. VKAAO will start offering India's first ever 'Theatre on Demand' service to the entire PVR Cinemas circuit, starting today. PVR Cinemas will provide all its theatrical venues for individually curated events showcasing VKAAO's growing collection of hundreds of studio and independent films. "We have created an innovative way for moviegoers to experience the films of their choice in a theatre of their choice. Through VKAAO, movie goers are empowered

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to select a film, screening time, and nearby theatre, and then spread the word to their immediate and online community. Once a necessary number of patrons commit to attending, the screening will get confirmed and VKAAO will reserve the theatre, manage ticketing and ensure delivery of the film; allowing the audience to sit back and enjoy the show. By being an early mover in offering our theatres on demand, PVR is helping bring a new way of movie going to India," said Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. VKAAO's partnerships with distributors and independent filmmakers have helped build an extensive library of content for audiences to choose from, covering a wide array of film genres and subjects. From action-packed thrillers to real-life stories of heroism to lighthearted comedies, there is something to suit the tastes of every film fan. In addition, VKAAO's demand-based service provides a unique platform for offering new and old releases to targeted markets across the country, and creates exciting opportunities for new and old films to reach theaters and audiences through a local, community-based approach. "VKAAO will allow the film to play wherever there is an audience for it. Films target diverse set of audiences, the most interesting aspect of VKAAO is that it empowers audiences to find their preferred films and films to find their audiences. We are extremely pleased to offer a platform that facilitates for exhibitors, filmmakers and producers, an extraordinary collaboration with movie goers and influencers. We

look forward to VKAAO becoming an important platform to connect our film makers and their films with individuals and communities across the country," said Kamal Gianchandani, CEO PVR Pictures Ltd About PVR Limited PVR is the largest and the most premium film entertainment company in India. Since its inception in 1997, the brand has redefined the cinema exhibition industry and the way people watch movies in India. Serving 75 million patrons annually, the company acquired Cinemax in 2012 and has recently acquired DT Cinemas. Currently, PVR operates a circuit of 562 screens at 122 properties in 48 cities (18 states and 1 Union Territory). From PVR's Gold Class and Mainstream Cinemas, Director's Cut to the latest formats- PVR Icon and PVR Superplex, the company has made exceptional technology like the IMAX and the ECX (Enhanced Cinema Experience), 4DX accessible to its audience. PVR Ltd, the integrated 'film and retail brand' has PVR Cinemas as its major subsidiary. Its other two subsidiaries are PVR Leisure and PVR Pictures. PVR Leisure focuses on rolling out F&B and retail entertainment concepts. It's one of a kind venture, PVR BluO is the largest bowling chain in India comprising of 135 cosmic bowling lanes which spreads across 6 centres. Adding to the portfolio, PVR Pictures has been a prolific distributor of non-studio/ independent international films in India for many years. VKAAO (vkaao.com) is a platform which gives viewers complete control of their movie watching experience at theatres. It allows them to select their preferred movie along with the location, date, and time of the screening at any theatre of their choice. This novel approach to movie going is why VKAAO is being considered as an exciting alternative to the conventional way of watching movies at the theatres. VKAAO's USP lies in its focus on leveraging stateof-the-art technology in order to create a social, crowd-sourced movie going experience and to add value for all key stakeholders.


PVR Cinemas Becomes the Largest Multiplex Chain in Gujarat PVR Ltd, the largest cinema exhibition company in India, inaugurated its fourth multiplex in Vadodara at Eva Mall making it the largest multiplex chain in the city with a total of 17 screens. With this launch, PVR cinemas now become the largest player in the state of Gujarat with 12 properties and 53 screens. The newly launched PVR property will be the first ECX (Enhanced Cinema Experience) subbrand of PVR in Gujarat, which will redefine the cinema experience with its luxury interiors, state of the art sound and projection technology. Speaking on the occasion, Mr Gautam Dutta, CEO, PVR Cinemas said, "We are extremely pleased to be back at Vadodara with our fourth multiplex in the city. It is a result of tremendous trust and response shown by the cinema enthusiasts that we are expanding our presence here. West has always been an important market for us and our first ECX multiplex in Gujarat is a significant achievement. This launch brings us closer to achieving our milestone of 1,000 screens in India by 2020." The cinema is spread across an area of 24,500 sq ft with a total capacity of 1067 seats. There are 29 recliner seats to provide extra comfort for discerning audience. The facility offers an added convenience to movie-goers with the availability of Quick Tix, a convenient instant ticketing solution allowing patrons to enter the theatre, avoiding long

queues. The customers can also avail the facility of redeeming PVR gift cards and privilege cards at the newly launched property. The multiplex also boasts of many firsts including the latest 7.1 Digital surround sound and Dolby ATMOS technology, 4K projection systems and the Next Generation 3D enabled screens for the best cinematic experience in the entire state. The new multiplex will also include a wide array of F&B including extensive range of gourmet food options. Adding further, Mr. Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. said, "We are delighted to strengthen our presence in Gujarat. It has been our continuous endeavour to enhance customer experience at our theatres with superior technology and overall services matching up to the international standards of convenience and comfort. The newly launched PVR ECX property at Eva mall would definitely be a great movie destination for both youngsters and families. On behalf of PVR, I would also like to thank the management of Geet Realty for providing us with a strategic location to cater to the audience in Vadodara. The Eva Mall will host a good mix of top Indian and International brands perfectly complementing each other." Speaking on the occasion Mr Bhavesh Patel, Managing Director, Geet Realty said, "It's our privilege to get associated with PVR Cinemas. The whole journey of creating a retail

destination started with PVR and today we have reached a healthy state to launch Eva Mall before the end of this calendar year. Along with the top class cinema experience of PVR, the customers will also enjoy shopping at Lifestyle, Westside, Big Bazaar and a host of other local and international brands."

PVR Infuses More Investments to Propel Upgradation PVR, the largest cinema exhibition company in India, announced an investment of 80-100 crore towards renovation and technology upgradation to evolve from 4K projection to laser projection. "We are continually revamping our properties across the country to give them a fresh look as well as match the changing technology. These renovated properties have the latest technology in terms of projection and sound". With the industry moving from 2K to 4K, we too invested in 4K. Now with the advent of laser technology, we will soon be investing in laser projection," said Gautam Dutta, chief executive officer of PVR Limited. PVR's revenue share from non-box office sources has risen from 34 per cent in 2010-11 to 44 per cent in 2015-16. These include both food and beverages as well as sponsorship income or media sales. Of PVR's 1,700 crore revenue, F&B has a share of 25 per cent. PVR is also planning to add 70 screens every year, with an investment of 250 crore. It says it is also focusing on new offerings, superior ambience and cashless transactions to differentiate the brand. The firm recently witnessed a change in its holding structure as global private equity firm Warburg Pincus took 14 per cent stake in the firm for 820 crore.

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Carnival Group to enter Odisha with 150 Screens The Government of Odisha has approved the interest of Carnival Group for setting up 150 theatrescum-recreation zones each unit comprising a multiplex, food court, retail stores and gaming zones in all 30 districts of the state. The proposal was approved in the state's ongoing project approval as a part of Invest Odisha in a recent meeting by Chief Secretary, Mr Aditya Prasad Padi. The proposal was vetted by Mr Sanjeev Chopra, IAS, Principal Secretary, Industries Department, Chairman, IDCO and CMD, IPICOL, Government of Odisha at Bhubaneswar with his team. On this development Dr Shrikant Bhasi, Promoter and Chairman of Carnival Group, said, "This is adding to our vision of 5250 screens, where in 1000 screens will be done by 2017. According to the proposal, Carnival will set up 150 theatres-cumrecreational zones and the state government will facilitate us with land from an acre to 1.5 acres per project, along with a single window clearance and ease in doing business. This move is bringing not only a major boost to entertainment industry but also a big impetus for regional movies, employment and social upliftment of the area." PV Sunil, CEO and Director, Carnival Cinemas, said, "This project is a part of Invest Odisha drive from state govt and we are happy to be part of it. We are trying to reach the masses at a very affordable cost with the same tier 1 multiplex ambience and technology. We are currently busy with district surveys and will launch one-point leisure and lifestyle hangouts for youths and families. We are also getting requests and approaching single screens to remodel them and give them a national and international presence." Ajit Chandrasekharan, Head of Institutions, Carnival Group, further added, "According to the proposal, we will complete the project in two

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phases over four years. We thank the IPICOL team for their support and guidance and knowledge partners, E&Y, CII in this case for their continued support. We are also in discussion with leading developers who are partnering with us and large retail chains like Future group, Aditya Birla, Sports stations & fashion stores, large format electronic giants, leading food chains etc. who are complementing the model of family entertainment centres."

Impact of Demonetisation Fading but Single Screens Badly Hit Much has been debated and spoken about the impact of demonetisation on the economy on various platforms. While the exhibition business has been affected, although not crippled, the impact has not been uniform across the country. The most impacted are the single screens in smaller towns and cities, mainly because they rely on cash transactions and not digital payment methods. Those in the metros with cashless payment support have seen the impact decline after the first two weeks. Industry estimates peg that business has taken a hit of 35-40 per cent. Some analysts even say it may sound the death knell for many a single-screen establishment! Exhibitors at large felt the impact in the first two weeks but the occupancy picked up later. Industry estimates peg the overall impact of demonetisation for multiplexes at 5 per cent.

INOX Strengthens Further in Maharashtra INOX Leisure, India's premier multiplex chain, launched its newest multiplex in Aurangabad with 3 screens and 880 seats. With this launch, INOX has further strengthened its presence in Maharashtra with a total of 24 properties and 105 screens. The new multiplex in Reliance Mall boast of the latest, state of the art HFR (High Frame Rate) ready 2K digital projection system, 3D compatibility and distortion free digital surround sound. The customer experience is further enhanced at 'REFUEL' the in-house brand of theatre food, which serves an extended menu of flavored popcorn, hot and cold snacks, beverages and a variety of combos. Commenting on the launch, Mr Arun Bhatia, Regional Director, West of INOX Leisure Ltd said, "We are delighted to announce the launch of our third multiplex in Aurangabad. At INOX, our aim is to provide unparalleled cinematic experience backed by modern comforts, superior sound technology, crystal clear images coupled with the best service levels." INOX at Reliance Mall, Aurangabad offers a mix of Hindi and English movies, all under one roof at flexipricing through the day.


• S P E C I A L F E AT U R E •

Heavyweights at the Box Office in 2016 From the gangsterdrama Kabali to wrestling biopic Dangal, the colossal films of the year were 'flexing muscles' to make a mark at the box office.

Every year comes and goes with a host of power-packed events. Some evoke a sense of déjà vu while others catch us unaware. Taking a retrospective look at the mainstream cinema scene in India in 2016, one is hovering somewhere in between the two. Although the three heavyweight blockbusters of the year were typical of the male-dominating characteristic of the mainstream cinema, yet each one managed to set a new record of its own. Kabali, Sultan and Dangal, the three colossal films of the year starring three superstars, made their landfall in 2016. It is only too obvious to see striking similarities between the three. With dominant male character as the protagonist, the films set out to make the best of the star power of the lead actors. TheatreWorld rewinds the show to see what makes these films the heavyweights of the year!

The Kabali Frenzy This Tamil film is a gangster-drama, written and directed by Pa. Ranjith and produced by Kalaipuli S. Thanu. Kabali revolves around the gang war between Kabaleeswaran (Rajinikanth) and Tony Lee (played by Winston Chao). The film also stars Radhika Apte, Dhansika, Dinesh Ravi, Kalaiyarasan and John Vijay. The film was also released in Telugu, Hindi and Malay.

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The superstar's film gave a branding opportunity for everything under the sun, ranging from t-shirts to airlines. Notwithstanding, the brisk business of milk suppliers, from whom umpteen litres were purchased to bathe his posters with, which has become a matter-of-factly affair in the run-up-to his film releases. So have blood donation and eye check-up camps and distribution of food packets to the poor. A Rajinikanth starrer has always been more about Thalaivar and his onscreen histrionics and perhaps that of his fans than anything else. Kabali was no exception to this phenomenon and only took it to next level. AirAsia India, the official airline partner for Kabali, unveiled its new re-branded aircraft, featuring a livery dedicated to film. The company described this special aircraft "a mark of respect to the Thalaivar for his contribution to Indian cinema." As an official airline partner for Kabali, it also planned a special flight from Bengaluru to

Chennai for the fans to watch the first-day-first-show of the movie. Kabali merchandise valued more than Rs 200 crore was sold. Airtel, Cadbury 5 Star, Emami Fair and Handsome, Coveritup, Ola, Amazon, ShopCJ, PVR Cinemas and Muthoot Fincorp were among the list of companies that were part of Kabali frenzy. So soaring was Kabali fever that some enthusiastic fans from Chennai had also gone as far as launching an online petition requesting the Tamil Nadu chief minister to declare an official holiday on the date of movie's release. Many IT companies declared a holiday on July 22 (release date) to "avoid sick leaves, mobile switch-offs and mass bunks". Experts say the respect for Rajinikanth has only increased by his not getting into endorsements of any kind. The fact that he keeps his reel life and real life persona separate and has never been desperate to match his reel life image in real life has earned him true admiration. The movie earned more than Rs 400 crore at box office. However, when it comes to Rajinikanth-starrer, it's not the box-office collections but the fan frenzy, which validates the performance of the film. According to sources, over Rs 40 crore were made in north India, which is not even a Rajinikanth base conventionally. The international box office of the film has been even more impressive. Besides the US, the film did good business in Malaysia and Japan.

Hindi Cinema Gets its Own Sultan! Sultan is an Indian romantic sports drama, directed by Ali Abbas Zafar.


• S P E C I A L F E AT U R E • medal. Her sister Babita Kumari won the silver. The film features Aamir Khan (playing Mahavir Singh), Fatima Sana Shaikh, Sanya Malhotra and Sakshi Tanwar.

Produced by Aditya Chopra under the Yash Raj Films banner, the film features Salman Khan and Anushka Sharma. The film focuses on Sultan Ali Khan, a fictional wrestling champion from Haryana whose successful career creates a rift in his personal life. Sultan released on July 6, 2016 ie 16 days before Kabali, which was no smaller than a clash of titans of its kind. Dubbed as one of Salman's career's best films, Sultan faced tough competition from the raging Kabali. Despite being pitched against the Rajnikanth-starrer, the film packed a punch and so did Salman Khan on the face of his critics, who described it as one of his best performances ever! The fanfare for Salman Khan is indeed akin to that of most superstars in Indian cinema. Of the several instances of Sultan craze was the story of this man from Himachal Pradesh, who booked the entire 120seat ARV Cinemas in Gurukul Mall, to please his wife, who is a diehard fan of Salman. With over Rs 300 crore box-office collection, the film's biggest achievement was perhaps the onscreen image makeover of Salman Khan. One can't miss the filmi rhetoric at this juncture as Hindi cinema gets its own Sultan, adding to list of films with iconic characters Shehensha and Badshah.

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Dangal - Packs a Punch From the fictional wrestling champion in Sultan to the real life story in Dangal, the big films this year were 'flexing muscles' to make a mark. Dangal (meaning wrestling competition in Hindi) is a biographical sports drama, directed by Nitesh Tiwari. It is the story of Mahavir Singh Phogat, who taught wrestling to his daughters Geeta Phogat and Babita Kumari. The former is India's first female wrestler to win at the 2010 Commonwealth Games, where she won the gold

Best described as an actor who gets under the skin of his character, Aamir Khan struck the right note once again with the choice of his film this year with Dangal. Unlike the fan following of the superstars of Kabali and Sultan, Aamir has always appealed to a cross-section of audiences, who see themselves as a "class" with "a certain taste and sensibility". From 3 Idiots and PK to Dangal, Aamir's choice of films has always raised the bar of expectations among audiences right from the first teaser of the films. With its box office collections crossing Rs 400 crore as of date (Dangal released on December 21, 2016), it is being hailed as the highest earning film in Bollywood history. Looking back at these heavyweights of 2016 one is more intrigued than ever at understanding what makes a movie larger than life. If it was star and fan power which made Kabali, it was real life and fictional characters, which defined Dangal and Sultan.


• INDIA PLEXING •

Valentine Multiplex

Lovely Entertainment!

Located in the heart of Surat, Gujarat, Valentine theatre was the first to introduce the taste of multiplex culture to the Diamond City. With a zest to provide world-class entertainment to the people of Surat, the cinema recently embarked on an overall renovation project called "Valentine Reloaded" for an awe-inspiring theatrical experience. Better known as the Diamond City, Surat in Gujarat is the 4th fastest growing city in the world! A major diamond cutting and polishing hub in the country, the city is also a buzzing textiles destination. Surat got its first taste of multiplex with Valentine cinema, the first one to introduce the concept of Multiplex in Surat. It commenced operations in April 2003. Located in the heart of the city (Dumas Road), Valentine proudly boasts of one of the biggest screens amongst multiplexes in India. With 3 screens, plush ambience and a total seating capacity of 907,

Valentine soon became the moviegoers preferred destination. The cinema was founded by Mr Nishant Jaiswal, who is also the managing director of Valentine. It was his dream project to provide the people of Surat the best in the world of entertainment, thus setting high standards of cinema in the city. Apart from 3 screens, the multiplex has a gaming zone for kids, food court, 2 fine dine restaurants, a private party space, mirror maze and other entertainment arenas.

Valentine Reloaded Running strong for the past 13 years, Valentine still endeavours to give its customers the best. This zest to do better called for an overall renovation of all the 3 screens to make it at par with the best screens in India, thus redefining the entertainment scenario. The entire project was called "Valentine Reloaded". And yes it was reloaded in the true sense: packed with highly advanced features for an awesome theatrical experience. •

Dolby Atmos Sound - powerful bass, 360 degree sound adding overhead dimension. It's the best sound system in cinema.

Push Back Sofa Seats - luxury & spacious seating with comfortable headrest and perfect cushioning.

Excellent Leg space - ample leg room to sit and move around at ease.

New Interiors - subtle and classy interiors in solid colours.

Free Wi-Fi

"Good sound quality and comfortable seating are the biggest

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• INDIA PLEXING • advantages we have over other multiplexes in the vicinity. In fact, it's just four months into the renovation and we are already seeing the results. Our occupancy rate has improved considerably," informs Yogesh Gupta, General Manager, Valentine. The cinema is one of the very few in the fraternity of multiplexes to provide all the premium facilities at reasonable cost. It is a destination which promises to give its patrons true worth for every penny spent.

FACT FILE Cinema Name Location Promoter

Architects Concept & Shell Architets M/s Surjan Consultants Interior Architects / Interior Designer M/s Dilip Mevada & Associates Consultants Technical Design of Audi & Acoustical Consulting Mr. Jal Mistry Building services (HVAC, Plumbing, FFTG, Elect) M/s Surjan Consultants

Electrical Plumbing HVAC

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Valentine Multiplex Dumas Road, Surat Mr. Nishant Jaiswal

Contractors Shirish Chaitnya Trivedi Das Plumbers Purvi Engineers

Booth equipment Projectors Processors Amplifiers

Brand & Model Barco 20C Dolby CP850 & CP750 Crown 1000, 2000, 4000 & 6000

Audi equipment Speakers Screen Seating Carpets Acoustical materials

Brand & Model JBL Harkness Screens & Zoher 431+241+236 = 908 A to Z carpets Anutone

Others Gaming

Brand & Model Future Zone (Capital liesure)


• INDIA PLEXING •

Le Reve

Theatre of Your Dreams! Set in the upmarket suburb Bandra, Mumbai, Le Reve by SPI Cinemas is a space that seamlessly integrates modern, cutting- edge technology with classic yet contemporary design and architecture.

One of the most happening suburbs of Mumbai now boasts of a cinema of dreams… Only in a dream can all the magical elements come together as well as they do at Le Rêve. Stateof-the-art 4K projection from Barco; 3D technology from Master Image and a 2.4 gain silver screen meets Dolby's flagship object-based directional sound program; Dolby Atmos, to put you right with the characters amidst all the action. Through Le Rêve, SPI Cinemas looks to up the ante of food and beverage associated with cinema theatres by bringing in Michelin Star culinary ace - Mickaël Besse. Indulge in anything between 'typically cinema' and 'high-end patisserie', all with a touch of Michelin class.

Design, Identity & Concept Designed by Vikram Phadke, Le Reve sets itself apart from a regular cinematic experience in Mumbai by combining Staturio marble with

white wall moulding and trims with coffered ceilings, black crystal chandeliers and fer forge balustrades. The interiors carry a rich blend of wood and burgundy tones with a profusion of red roses adding a twist in the wall. Le Reve is a one-of-a-kind, fully automated theatre where all

transactions will be done through the SPI Cinemas app. As there is no exchange of currency, there is no waiting time and transactions are smoother and hassle free. The space brings out an ultra- modern almost futuristic feel to meet the tech savvyness of the concept. Consisting of only one screen and 259 seats within, a movie at Le Reve promises to be an exclusive affair.

Power in the Palm of Your Hand With an aim to optimise the user experience and offer more seamless, cashless and faster service to our customers, your experience at Le Reve can be enjoyed through the SPI Cinemas app available for iOS and Android devices. Whether it's plans for an upcoming Friday evening at the theatre, the urge to satisfy your craving for another tub of popcorn, a duvet and a pillow to make your experience more comfortable, a portable charger sent to you because

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• INDIA PLEXING • your phone needs some attention, all your movie needs can be catered to using nothing more than your thumb!

In-Screen The screen is equipped with top of the line entertainment gadgetry; including a 4K digital projector with 3D technology, a 2.4 gain Silver Screen and Dolby's flagship sound system - Atmos, delivering a truly stunning and immersive cinematic experience.

Projection Equipped with the latest in cinema technology from Barco, the projector is capable of playing movies in a 4K resolution delivering the ultimate clarity required to live a movie. 3D Technology from Master Image ensures that when you watch a 3D movie, you are standing shoulder to shoulder with the characters in the film and living it out scene by scene.

Sound SPI Cinemas is the only theatre chain in the country and possibly the first in the world to sign up exclusively with Dolby to ensure that all screens are Dolby Atmos equipped. Object based directional sound programming gives life to each and every object in the frame and ensures that you hear everything they want to say.

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Food & Beverage

Cafe Le Rêve

Keeping in line with it's roots of being a cinema theatre, Le Reve promises to offer a cinema lover a range of food from 'typically cinema' all the way to 'High-end patisserie'. Indulge in anything between popcorn which is imported from Nebraska to pastries that feel like they've been brought from ChampsElysees.

Upon ascending the stairs to the 5th Floor, you will find yourself in café Le Reve. Treat yourself to an exquisite cup of tea from our wide range of hand picked, imported, premium teas. Should you feel a bit peckish, there is a wide variety of French pastries and savory delicacies to choose from. Straight out of sweet dreams!


• INDIA PLEXING •

TPV Multiplex

Tirunelveli's Claim to Fame The quaint town of Alangulam now has a multi-screen of its own. With the erstwhile Shri Lakshmi Narayana converted into TPV Multiplex, this best-in-class cinema has become the talk of the town! A quaint town in Tirunelveli district, Alangulam is a trading hub for the nearby villages with a panchayat of its own. It is connected to road by the towns of Tirunelveli, Tenkasi and Ambasamudram. Alangulam is also known for a small hill known as Okkanindranpothai Malai, a Tamil expression meaning "standing on tip-toes". Alangulam has a mythological significance as it is depicted in a folk tale as Lord Rama standing at the top of this hill on tip-toes, searching the area for his companion Sita. The quaint town now has a multiscreen cinema as the erstwhile Shri Lakshmi Narayana theatre gets converted into TPV Multiplex! One of the most state-of-the-art multiplexes in southern Tamil Nadu, the multiplex is Alangulam's new claim to fame! The architecture and interiors spell class and elegance. TPV Multiplex has two screens: screen 1 with

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fascinating rainbow colours concept and screen 2 with a 3D concept. The Multiplex is also the first theatre in South Tamil Nadu to install Dolby Atoms, making the film viewing experience a lot more worthwhile than before.

First of its Kind in Southern Tamil Nadu Formerly known as Shri Lakshmi Narayana theatre, the cinema was started by a prodigious business tycoon Mr TP Velsamy Nadar in the


• INDIA PLEXING • year 1984. He is also the man behind Shri Jayalakshmi Modern Rice & Oil Mill. In the year 2007, Shri Lakshmi Narayana was the first theatre to introduce Qube digital cinema in South Tamil Nadu. Also, it is the only theatre in Tirunelveli to join hands with Christie projection.

Talk of the Town "No other theatre in the vicinity has such comfortable seating facility. We have an air-conditioned lobby, something which is not a norm in this part of Tamil Nadu. Our Screen 1 is of IMAX size! It's very overwhelming when people come to me to and say they feel like they are watching film in a Chennai or Bangalore theatre. It's a big thing for us!" says Vetrivel, Managing Director, TPV Multiplex. What's more? Well, Vetrivel informs us there's more to come in near future. "In a couple of months from now, we will be adding two more screens." The transformation from Lakshmi Narayana to TPV Multiplex is a tremendous journey for the town of Alangulam indeed!

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• INDIA PLEXING •

SVR Visuals

Redefining Cinema Experience!

With spacious interiors and best-in-class facilities, SVR Visuals is one of the unmatched leisure experiences for the cinema patrons of Dharapuram.

proprietor and owner of SV Ram Theatre bestowed the responsibility of the theatre on his grandsons Rangarajan and Bathrinarayanan. The theatre was modified and new releases started being screened.

Located in Dharapuram, Tamil Nadu, SVR Visuals is a cinema that the residents of the town can easily reckon with. Dharapuram is a small town in proximity to the more wellknown cities such as Coimbatore, Tirupur, Erode, Palani, Dindigul, situated around 100 kilometers radius. The cinema is a family business with Mr V Muthukrishnan, proprietor and Director of SVR Visuals, supporting his two sons' dream project. M Rangarajan and Bathrinarayanan pursued and implemented the project by re-branding SV Ram Theatre to SVR Visuals. So keen was their determination that they considered every hurdle and challenge that came their way as a stepping stone in the fulfillment of their dream. Until the year 2003, the residents of Dharapuram had not yet

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experienced the excitement of watching "first day first show" in movie theatres. The "new releases" came only after three to four months of running in other theatres. In 2003, the visionary businessman Mr S Venkatram Chettiar, the then

The theatre soon transformed into a place for families to hang around for leisure and entertainment; this was possible only because the cinema was being well maintained. "We took the next initiative by installing DTS and digital projectors in 2006-2007. By the year 2015, we


• INDIA PLEXING •

embarked on converting the single screen to multiscreen. It took nearly 1.5 years to complete," say Rangarajan and Bathrinarayanan, managing directors, SVR Visuals.

which screens trailers of upcoming movies, cricket matches and 3D animated movies. The spacious lobby (around 8500 sq ft) has cozy sofas.

"We can see the amusement on the faces of our patrons the very moment they enter the lobby. They feel they are transported into a multiplex in a metro city. The excellent audio-visual quality is also being greatly appreciated. In a small town such as Dharapuram, we get to interact with people on a one-onone level and their response is very overwhelming. We have seen people visiting far more frequently than before, some even on a daily basis! SVR Visuals has certainly exceeded the expectations of the people of Dharapuram," they added.

Cafetaria & Other facilities

Interiors & Design

Guests can pamper their taste buds with some quality and tasty food at affordable prices. The spacious cafeteria has electronic screen display of food choices. Special combos and offers are always there to delight the foodie in you. Rest rooms are fully equipped with automatic sensors and other best-inclass facilities.

Visuals SVR Visuals has three screens with different interiors, colours and patterns. Each screen has unique features of its own.

Technical Features Air Conditioners: The cinema is equipped with Mitsubishi air conditioning VRF system, installed by Royal Engineers. SVR Visuals is the first in India to install this air conditioning system. Sound System: The theatres are equipped with Dolby digital sound system, which was installed by Victor Enterprises. Fully JBL array speakers, sub woofers, QSC amplifiers, Dolby processors, Ashly crossovers and much more make it a delightful film viewing experience. Projection: 2K projector is installed in all the screens; silver screen is also installed for 3D movies. Movies in varied languages are screened in the theatre. Parking: With a capacity for 100 cars and 500 bikes, there's ample parking space.

All the designs and interiors were proposed by Anutham Architecture Studio, owned by P Balavenkatesh.

Building & Elevation The stunning elevation building of SVR Visual was done by Gold Line Construction, owned by Er V Subramanian Dharapuram. The elevation includes box office and digital TV displays. Located at the front elevation is Lord Muruga statue, making its divine presence felt, indeed. In the biggest airconditioned lobby, people can enjoy a large LED wall display (120 sq ft), March-May 2017

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Karthikeyan Cinemas

Leisure in The City of Silk! For the city of Kanchipuram, Karthikeyan Cinemas has been one of its celebrated movie-going experiences since 1993. After its revamp and conversion into 2-screen in 2016, Karthikeyan Cinemas continues to appeal to its patrons. A holy pilgrimage site, Kanchipuram in Tamil Nadu is synonymous with best quality hand-woven silk sarees, which are world famous today. However, the city, like the rest of the state, also nurtures love for cinema. And Karthikeyan Cinemas is one of its buzzing entertainment centres. A well-known theatre in Kanchipuram, Karthikeyan Cinemas is equipped with best-in-class technology such as Dolby Atmos with JBL Speakers and Barco 4K projection. The façade of the building spells out all the upgraded technologies the cinema is equipped with its mounted banners. With comfortable pushback-enabled seating and air conditioning (still not a norm in this part of Tamil Nadu), the film moving experience gets a comfort edge. The theatre has ample parking space and the canteen offers fresh and quality refreshments. Established in 1993, Karthikeyan Cinemas was revamped and converted into 2-screen theatre in 2016. This is one cinema that redefines moviegoing experience in Kanchipuram. "Ease of

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• INDIA PLEXING • screening more number of films, improvement in collections and increase in footfalls," are the visible changes that Mr Ranjith, owner of Karthikeyan Cinemas sums up as the success of the revamp.

TheatreWorld catches up with KR Ramadevi, Co-Founder, Maya Interiors, the woman behind the facelift of this cinema. Excerpts from the interview: What was your role in revamping of the cinema? With the whole cinema industry now losing out the piracy world, for the Kanchipuram area of the city, the facelift of this cinema hall was long overdue. People in the region came to theatres to escape from the hard grind of daily life and feel completely relaxed. Today when iconic screening houses of Kanchipuram are giving way to textile showrooms and marriage halls, the new 'Karthikeyan Cinemas' ushers in hope for the city's movie-going culture. We are proud to be able to give its new makeover. Our only goal was to make people wonder "if it is the same theatre complex that was the mecca for moviegoers in the region for more than a decade". With more people choosing to watch a movie in cinemas, theatre owners are willing to invest and modernise the movie watching experience. It is the enthusiastic GenX that is taking over the mantle from their seniors and going for an overhaul of the family-owned old movie halls. Could you share some details of the project?

The theatre, one of the first of its kind in the region, has been altered to a swanky 2 screen Atmos-3D enabled and fully equipped cinema hall. Karthikeyan Cinemas is one of well-known theatres in Kanchipuram amidst the busy main road and prominent landmarks. Both the screens are equipped with comfortable push-back enabled seating and fully air conditioned. The theatre has a detailed car and twowheeler parking and is provided with Cafeteria, waiting lounge, ticketing counter designed with a specific theme to enhance leisure. We have designed the cinema hall which redefines movie-going experience. Any challenges? One of the major challenges that we faced was the conversion of single screen to 2 screens by just introducing a wall in between. We had to complete the project with major facelift, better seating capacity and best-in-class look and feel for the customers without compromising on the acoustics. Acoustics was a big challenge. Our acoustical consultants used state-of-the-art acoustics measurement technology and predictive modelling to evaluate potential solutions to acoustical problems in the multiplex that we

designed. We specifically worked on isolating the cinema hall from unwanted, disruptive noises and vibrations from adjacent spaces, mechanical systems, and the exterior environment from adversely affecting cinema acoustics. The next big challenge was working only on the internal layout without disturbing the main structure. How has it helped in improving the experience of a movie goer? I've always loved the experience of sitting in a darkened theatre, immersed myself in the moving images on a huge screen, despite being surrounded by a lot of people. Right from the exterior to the parking lot, from the ticket counter to the restrooms, movie goers demand the best experience. We have gone the extra mile in every aspect to improve the experience of a customer starting from the Italian marble flooring in the main lobby which adds to the grandeur to the LED cove lights all over the ceiling. The plush toilets and the concessions add to the "wow" factor.

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• INDIA PLEXING •

PVR Cinemas

Gets Bigger & Better With the expansion of its luxury portfolio in Delhi and launch of more properties in Gujarat, including its sub-brand ECX, PVR Cinemas is going strong as ever.

Wine & Jazz Lounge in Delhi PVR Cinemas, the largest cinema exhibition company in India, continue its legacy of expansion towards its luxury portfolio with the recent opening of - 'The Den', a Wine & Jazz lounge. The premium lounge exudes opulence and brings the luxury aesthetics to life by redefining the lounge experience with its stunning ambience. Progressive yet a relaxed classic lounge- 'The Den' is situated at the most up-market place in the city Ambience Mall, Vasant Kunj, New Delhi. The 20-seater lounge, tastefully furnished with custom made furniture, mood lighting and vintage artworks from around the world, is exclusively reserved for Sapphire members at PVR Director's Cut. Its prominence is further complemented with wine cellars stocking over 200 bottles of Wine and Champagne from around the world that promises the luxury of comfort like nowhere else. The menu has been expertly curated by renowned chefs Mayank Tiwari and Yutaka Saito. The Den caters to both individual and corporate clientele, sharing a mutual passion for great food, wines and entertainment. It's a place where one can host warm dinners; organize an intimate gathering not just for their families but also for their corporate events. In addition to all its offerings, the Fine dining at The Den is charmed with Jazz nights, which witness the performances by eminent Jazz artistes from India and around the world. Mr Renaud Palliere, CEO- Luxury Collections, PVR Cinemas says, "Following the success of Sapphire

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lounge and an impressive response from the members, we are extremely pleased to present supremely luxurious, The Den - a wine and jazz lounge. The theme of the lounge has been designed with extreme attention to fine details, exemplary hospitality and culinary excellence complementing the brand PVR & Director's Cut. Right from the ambiance, the food and beverage

have been selected from the best around the world. The magnificence of The Den will be a gem to the luxury collection of cinemas, where one can enjoy movies and fine dining under the same roof." The launch also witnessed the presence of renowned jazz artistes Jayant Manchanda and Sanjeeta Bhattacharya.


• INDIA PLEXING • Inaugurates the first 5-screen PVR ECX in Gujarat PVR inaugurated its fourth multiplex in Vadodara at Eva Mall, making it the largest multiplex chain in the city with a total of 17 screens. With this launch, PVR cinemas now become the largest player in the state of Gujarat. The newly launched PVR property will be the first ECX (Enhanced Cinema Experience), subbrand of PVR in Gujarat, which will redefine the cinema experience with its luxury interiors, state of the art sound and projection technology. Speaking on the occasion, Mr Gautam Dutta, CEO, PVR Cinemas said, "We are extremely pleased to be back at Vadodara with our fourth multiplex in the city. It is a result of tremendous trust and response shown by the cinema enthusiasts that we are expanding our presence here. West has always been an important market for us and our first ECX multiplex in Gujarat is a significant achievement. This launch brings us closer to achieving our milestone of 1,000 screens in India by 2020." The cinema is spread across an area of 24,500 sq ft with a total capacity of 1067 seats. There are 29 recliner seats to provide extra comfort for discerning audience. The facility offers an added convenience to movie-goers with the availability of Quick Tix, a convenient instant

new multiplex will also include a wide array of F&B including extensive range of gourmet food options.

ticketing solution allowing patrons to enter the theatre, avoiding long queues. The customers can also avail the facility of redeeming PVR gift cards and privilege cards at the newly launched property. The multiplex also boasts of many firsts including the latest 7.1 Digital surround sound and Dolby Atmos technology, 4K projection systems and the Next Generation 3D enabled screens for the best cinematic experience in the entire state. The

Adding further, Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. said, "We are delighted to strengthen our presence in Gujarat. It has been our continuous endeavour to enhance customer experience at our theatres with superior technology and overall services matching up to the international standards of convenience and comfort. The newly-launched PVR ECX property at Eva mall would definitely be a great movie destination for both youngsters and families. On behalf of PVR, I would also like to thank the management of Geet Realty for providing us with a strategic location to cater to the audience in Vadodara. The Eva Mall will host a good mix of top Indian and International brands perfectly complementing each other." Speaking on the occasion Mr Bhavesh Patel, Managing Director, Geet Realty said, "It's our privilege to get associated with PVR Cinemas. The whole journey of creating a retail destination started with PVR and today we have reached a healthy state to launch Eva Mall before the end of this calendar year. Along with the top class cinema experience of PVR, the customers will also enjoy shopping at Lifestyle, Westside, Big Bazaar and a host of other local and international brands".

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• INDIA PLEXING • 6th multiplex property in Ahmedabad PVR launched its sixth multiplex in the cultural hub, Ahmedabad at Arved Transcube Plaza, GSRTC. The newly launched multiplex will be a grand 7screen property with 1404 seats. With this launch, PVR Cinemas becomes the largest multiplex chain not just in Ahmedabad (28 screens) but in the state with 13 properties and 60 screens. Ahmedabad with its vibrant culture and diverse mix of entertainment preferences has always been a great attraction for alluring cinema halls, exquisite festivals and various music festivals. Optimizing the growing need for premium entertainment hub in the city, PVR launched the new property at a prime location in the city. Speaking on the occasion, Gautam Dutta, CEO, PVR Cinemas said, "We feel extremely pleased to launch our sixth multiplex in the city. West has always been an important market for us and considering we have always received an overwhelming response from our patrons, we continue to expand our presence here. This launch brings us closer to achieving our milestone of 1,000 screens in India by 2020." Talking exclusively to TheatreWorld, Anirvan Ghose, Director, Pulz Electronics elaborates on the Isowave Range installation. "PVR GSRTC was the first installation of our latest product, the Isowave Range. The Isowave design provides consistency in on and off axis response, providing uniform sound across the auditorium compared to conventional speakers using offset mid and high frequency drivers. The results at GSRTC were fantastic. The PVR team is always trying to push the envelope and introduce new technologies to the audience. It is always challenging and exciting to work with them and we look forward to installing these systems at their upcoming properties," he says. The cinema is spread across an area of 50,000 sq ft with a total capacity of 1404 seats. There are recliner seats in

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four audis to provide extra comfort for discerning audience. The facility offers an added convenience to movie-goers with the availability of Quick Tix, a convenient instant ticketing solution allowing patrons to enter the theatre, avoiding long queues. The customers can also avail the facility of redeeming PVR gift cards and privilege cards at the newly launched property. Commenting on the launch, Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd said, "Ahmedabad, being the

most populated city of Gujarat, has a wider audience with huge interest in watching world-class cinema at the best state of art facilities. The newlylaunched PVR property at Arved Transcube Plaza would definitely be the go to place for the movie connoisseurs. On behalf of PVR cinemas, I would also like to thank the management of Arved Transcube Plaza for providing a strategic location to cater to city's audience". The multiplex reverberates with the 7.1 Digital surround-sound with 2K and 4K projection systems and Next Generation 3D enabled screens with ultra-high brightness. The new multiplex will also include a wide array of F&B including gourmet food options. With this launch, PVR reaches a total count of 569 screens at 123 properties in 48 cities.


• INDIA PLEXING •

Mukta A2 Cinemas

Hits Half-century by Excelsior Cinema By taking over the operations of New Excelsior, Mukta A2 Cinemas has completely revamped this classic beauty. It has maintained the heritage sanctity of the Cinema yet making it relevant to movie goers of today. One of India's most reputed and esteemed film banners, Mukta Arts Limited has been consistently providing its audience with the best on-screen entertainment for decades. Taking its legacy ahead, Mukta A2 Cinemas, a division of Mukta Arts Limited, has recently acquired the prestigious South Mumbai Cinema, New Excelsior, under its brand through its newly formed whollyowned subsidiary for an unparalleled audio-visual experience. Mukta A2 Cinemas has completely revamped this classic beauty, which has been relaunched by taking over its box office operations. The re-launch of this iconic cinema took place in the presence of Subhash Ghai, along with the Ram Lakhan duo Anil Kapoor and Jackie Shroff, as well as prolific actors Gulshan Grover and Satish Kaushik at the New Excelsior Cinema in Fort. Just like the movie Ram Lakhan that premiered here in 1989, many of Subhash Ghai's masterpieces have also premiered at this classic theatre.

Excelsior Mukta A2 Cinemas will be open for the cinema lovers soon. Mukta A2 Cinemas has kept in mind the prestigious heritage of New Excelsior and has brought it to life with its exorbitant decor while revamping it.

have always endeavored to give our patrons unparalleled cinematic experiences, and we hope to continue doing the same with our 50th screen, a milestone takeover in itself."

Commenting on the occasion Rahul Puri, Managing Director, Mukta Arts Limited further said, "The people of Mumbai have an age-old connection with New Excelsior, one of the most iconic structures in the Southern part of the city. It is our privilege to take over the operations and revamp the theatre by maintaining its sanctity. We

An ecstatic COO, Satwik Lele said, "We are very excited about the new venture and look forward to regaling movie enthusiasts in South Mumbai. The New Excelsior Mukta A2 Cinemas has all amenities one might expect from a cinema right from location to comfortable seating, surround sound system and the best movie viewing

The New Excelsior Mukta A2 Cinemas will have Dolby surround sound technology for a soothing movie experience. The newly refurbished theatre will have 596 seating capacity, creating an aura of the good old days with the additional contemporary touch brought in via Mukta A2 Cinemas. The New March-May 2017

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• INDIA PLEXING •

experience that we at Mukta A2 Cinemas strive to offer" Mukta A2 Cinemas has been successfully operating with 49 screens in 15 cities. With the

opening of New Excelsior Mukta A2 Cinemas, it completes 50 screens making a PAN India and International presence to cater to the myriad need of the movie buffs

across the country. The company had very recently launched its 1st property in Middle East at Juffair Mall, Bahrain with six screens and a seating capacity of 960 people.

Super Comfortable Seating by Pen Workers super comfy seating for the refurbished New Excelsior was crafted by this heritage seating company, which has been crafting customized seats for nine decades!

The re-launch of the iconic cinema would have been incomplete without the Medias touch that Pen Workers brings to cinemas/ auditoriums across India. The

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"The challenge was to incorporate a host of detailed and specific requirements and deliver and install in a record time of 3 - 4 days! They wanted a seating that's elegant, comfortable, high-end and at the same time economical - a seating quality that lives up to the expectations of multiplex audience. Crafting rich looking seats in pure velvet with polished teakwood to match the existing flooring and side paneling was quite a challenge. And we were able to rise up to this

challenge because through the years, Pen Workers has stuck to its motto of being the preferred public seating company within India. With our rich heritage, we have maintained the philosophy of providing world-class quality seating at economical price. In fact, in your lifetime, if you have been to school, watched a movie, enjoyed a drama, or been a part if any sporting event, then you have been a patron of Pen Workers Seating Company. By far, we are the only company with green guard certification among public seating companies." - Anmol Kashmiri, Marketing Director, Pen Workers


• BUSINESS TREND •

PVR Cinemas

Largest Provider of 4DX in India PVR Cinemas signed a deal with CJ 4DPLEX to add ten 4DX screens at the convention and went on to become the largest Indian multiplex with eleven 4DX screens! Raghavendra T, Editor-Publisher, TheatreWorld brings in firsthand account of this significant deal. What happens when the most premium film exhibition company in India and the world's first 4D cinema company strike a deal? Well, it goes on to become one of the biggest agreements of the year! PVR cinemas, the largest Indian cinema exhibition company, signed an agreement with CJ 4DPLEX to add 10 more 4DX screens, at CineAsia 2016. The extended partnership between PVR and 4DX comes on the heels of a remarkable performance by the first 4DX site, which was launched in New Delhi in March 2016. Through this roll-out agreement, PVR cinemas will retain its position as the largest provider of 4DX in India with 11 theatres. The new roll-out includes the installation of 4DX in PVR Cinemas' highest grossing theaters in prime PVR locations in Bangalore and Mumbai.

L-R : Theodore Kim,Chief Officer of Partnership Activation; Byung- Hwan Choi, CEO of CJ 4DPLEX; Mr.Ajay Bijli, Chairman & Managing Director, PVR Ltd; Mr. Gautam Dutta, CEO, PVR Cinemas; Mr. Nitin Sood, Chief Financial Officer, PVR Cinemas

expectation by aligning itself with the world leaders in motion picture technology." "We are very excited to accelerate expansion in the world's largest filmproducing country with the largest Indian multiplex chain. From the

success we've seen at the first 4DX theater in New Delhi and the overwhelmingly positive response we've received from audiences, we look forward to offering this unusual and intense film experience to more Indian moviegoers." said ByungHwan Choi, CEO of CJ 4DPLEX.

Captivating 4D Experience With this technology, movie enthusiasts in metros and urban metros will be able to witness a captivating 4D experience. The 4DX features include motion, wind, lightning, vibration, fog, rain, snow, rainstorm and scents that go far beyond 3D; it offers a complete visual, aural, olfactory and tactile experience to cinema viewing. Addressing the media, Ajay Bijli, Chairman & Managing Director, PVR Ltd, said "4DX offers an experience that is not only impossible to replicate at home, but also enhances the overall viewing experience. With more global exposure, the expectations of audiences are increasing as they look for added experiences that supplement the onscreen viewing. PVR, being an innovator in the cinema exhibition space in India, aims to fulfill this

In a lively conversation with Mr. Ajay Bijli on their experience of the collaboration. "It's quite phenomenal; we had the fortune of installing 4DX at our 15screen Superplex PVR Logix in Noida, India. It has outperformed all other formats. Audience can actually see the difference. We are very excited with the 10 more systems we have signed. We shall roll them out in 24 month at key locations soon! This includes both new and converting the existing ones screens (4 retrofit and 6 new sites). PVR has always been at the forefront in technology in India and we provide consumer experience, which is at par with the world." Elaborating on the adoption curve, Mr Bijli informed, "4DX

would be launched at locations where the movie consumption levels are high. It would be launched with a movie, which is expected to be a blockbuster. If the location is right; content strategy is correct and pricing is at optimum level, it should work. This is clearly the big step forward." PVR is the largest and most premium film exhibition company in India. Since its inception in 1997, the brand has redefined the way entertainment is consumed in India. PVR Cinemas currently has a total count of 557 screens at 121 properties in 48 cities catering to urban metros, metros, tier-I & tierII cities.

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TheatreMagic ::: March-May 2017  

TheatreWorld is a guide to the cinema exhibition industry and technical design of a movie theatre published by Network208. TheatreWorld is t...

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