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FutureWorks (India) & Barco Renew Partnership Barco, frontrunner in 4K digital cinema, announced a renewed partnership with FutureWorks Media, one of Asia's most prominent post-production houses. A tour-deforce in international and domestic film and television solutions, FutureWorks has recently invested in a Barco 4K post production projector at its Mumbai facility. The firm has relied on Barco technology since 2008, and is confident that the brand-new investment in Barco 4K projector will bring significant value to its regional and worldwide customers in the form of critical color stability and superb color matching needed for consistent post-production monitoring. With locations in Mumbai and Chennai and boasting some of the region's brightest production talent, FutureWorks has a keen interest in staying at the top of its industry in every way, from expertise to technology. Since 2008, FutureWorks has relied upon 2K Barco solutions and has been very pleased with the quality of the Barco imaging engine. However, with the debut of the world's first 4K digital projector designed specifically with the needs of post-production houses in mind, FutureWorks went for an upgrade with Barco. Featuring highly customized postproduction workflow software, superior contrast due to enhanced lens technology and a wide color gamut filter for pinpoint accuracy in color matching, the Barco 4K projector doesn't hold back when it comes to meeting high-performance requirements. "We were Barco India's first customers when it comes to post-production solutions, and we've been extremely satisfied for almost a decade, explains Rahul Purav, Senior Colorist at FutureWorks. "However, to stay at the top of our game, opting for the

Barco 4K projector was a must. Its color stability is top-notch, and we're already familiar with the smooth Barco modus operandi, which was a major factor in our decision-making process." In terms of projection, the world of post-production is a demanding environment very different from other projection applications. Light output and distribution uniformity are key elements of the monitoring process, and therefore some of the key differentiators of the Barco 4K post production projector. Barco Communicator software is also equipped with an intuitive user interface tuned to post-production environments, saving time and streamlining workflows. "The implementation was quick and seamless - we were up and running within a day," Rahul enthuses. "The Barco projector makes it easy to handle a wide range of color spaces, and alignments are simple. The projector's color rendition and contrast ratios are unbelievably consistent and up to every postproduction standard. Add to that Barco's proactive support team, and you have a true relationship of trust."

PVR Cinemas Doubles its IMAX Footprint with FiveTheatre Agreement In India IMAX Corporation and PVR Ltd, the largest exhibition chain in India, announced a sales agreement for five IMAX theatres to be located in Delhi and other major metropolitan markets in India. The theatres will be in a combination of new and existing complexes that are slated to begin opening this year, with all theatres expected to launch by the end of 2019. The agreement brings to 10 PVR's total IMAX commitment and positions the exhibitor as the Company's largest partner in India. PVR Cinemas currently operates a cinema circuit of 579 screens at 126 properties in 50 cities with four IMAX screens in Mumbai, Bengaluru and Noida. Since April 2016, IMAX has signed 10 theatre agreements in India, marking the Company's highest number of signings in India in a single year. Today's agreement, which is tied as the largest single theatre signing for IMAX in the country, brings the total number of IMAX theatres in India to 26, with 11 currently open and 15 contracted to open.

"This project with FutureWorks demonstrates our commitment to generating momentum in India, not just in cinema, but in niche AV markets as well - it really is the land of opportunity," asserts Rajiv Bhalla, Managing Director at Barco India.

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"We are really pleased to continue to develop the IMAX footprint in India the fifth-largest film market in the world - with PVR," said IMAX CEO Richard L. Gelfond. "We've been trying to develop the Indian market for 15 years, and now finally have the momentum to build out our brand nationwide and release Bollywood films. Our 26 theatres in India, signed or open, and our 10 signings in the last year show that India is becoming a very important market for us." "The tremendous success of our existing four IMAX theatres, along with the upcoming slate of differentiated and exclusive IMAX content, provided us the confidence to double our commitment and continue to leverage IMAX as a strategic part of our business," said Mr. Ajay Bijli, Chairman & Managing Director, PVR Limited. "With IMAX anchoring our most important locations, we look forward to further strengthening our presence in India by offering our patrons the most technologically advanced moviegoing experience available."

PVR and INOX Chain of Cinemas Cross 100 Crores each for Baahubali 2 The Conclusion The second part of the epic Baahubali saga titled Baahubali 2 The Conclusion released a while back now. After opening to a thunderous response not just within the domestic market but also at the international market, the film has been on a literal record breaking spree. Though now weeks after its release, while the film continues to run in cinemas we hear that it has managed to create a few new records. In fact Baahubali 2 - The Conclusion has managed to cross the 100 crore mark in both the PVR and INOX cinema chains. At PVR cinemas, the

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"This will prove to be a game changer for the multiplex industry as it will lessen the cost of transactions along with a quicker checkout experience," Rodrigo Perez Morales, CFO, Cinepolis India said.

film has managed to rake in a gross of Rs. 144 crores with 118 cr coming in from the Hindi version, 21 cr from the Telugu, Rs. 4 cr from Tamil and 1 cr from the Malayalam version of the film, with a footfall of approximate 60 lakhs.

Cinepolis to have 400 Screens across India by End-2018

On the other hand at the INOX chain of cinemas, Baahubali 2 has managed to collect a gross of 120 crores with 100 cr from Hindi, 16 cr from Telugu, 3 cr from Tamil and 1 cr from the Malayalam versions of the film. However, unlike PVR, the INOX chain registered just 56 lakh footfalls. Looking at this collection rate, it comes as no surprise why Baahubali 2 has become one of the highest grossing Indian film.

Cinepolis Introduces Unified Payment Interface in Multiplexes In line with the digital economy drive, movie theatre chain Cinepolis, announced the launch of a Unified Payment Interface (UPI) across all its multiplexes in the country. This payment solution is implemented by HSBC bank across all Cinepolis outlets.

Cinepolis India, a wholly-owned subsidiary of Mexican chain of movie theatres, plans to increase the number of screens in India from the existing 295 to 400 by the end of 2018. Each of these screens will have an average of 200 seats. Thus, by the end of 2018, Cinepolis will have around 80,000 seats in India, Javier Sotomayor, Managing Director, Most of this expansion will take place organically. He said the 45-year-old Mexican major is the fourth largest cinema screen chain in the world with nearly 5,000 screens across 13 countries. "Last year, we sold 316 million tickets globally, the highest number of tickets for any individual chain." "We would be growing an average 30-40 screens per annum in the near future," he said


Cap on Karnataka Ticket Prices

Cinepolis had operated its first screen at Amritsar in India in 2009. In 2016, it had opened the highest number of screens, 45, and also acquired seven screens of DT Cinemas from DLF Group.

In a setback to the state government, its order capping multiplex ticket price at Rs 200 was stayed by the vacation bench of the Karnataka High Court, stating the price cannot be regulated on weekends and public holidays.

As the third largest cinema operator in India, it currently operates 295 screens under the brand names of Cinepolis, Cinepolis VIP and Fun Cinemas across 33 cities in India. It also plans to expand to Tier II and III cities. India currently has nearly 8,000 single-screen theatres and 2,400 multiple-screen ones. "Within the multiplex arena, our market share is 15 per cent, ticket share 16 per cent and box office share is 17 per cent," he added.

Aamir Khan's Dangal Sets New Records at China's Box Office

In Dangal, Aamir Khan played Haryanvi wrestler Mahavir Phogat as he defied odds and the profound notions of a patriarchal society to train his daughters - Geeta and Babita, into wrestlers. Dangal, the most critically and commercially successful film of 2016, made over Rs 300 crores at the box office. The 52year-old actor also won the Dinanath Mangeshkar Award for the film.

Aamir Khan's Dangal, based on the inspiring story of wrestler Mahavir Singh Phogat, has become the first top- grossing non-Hollywood film.

Dangal created a new record by earning USD 15 million on Saturday alone, Prasad Shetty, partner of Strategic Alliance, a Chinese firm promoting Indian films in China, told news agency PTI.

The film has grossed USD 117 million at the box office, according to Maoyan, a popular ticketing website in China.

The film continues to run in about 7000 screens in China and has become as popular as Raj Kapoor's Awara in 1950.

Data which has been made available by the EntGroup, a leading entertainment consultancy group said that the ticket sales have crossed 806 million yuan (USD 117 million) for the film since it released in China on May 5.

Aamir gained popularity in China after the Chinese version of 3 Idiots was a massive success in the country followed by PK. He toured Beijing, Shanghai and Chengdu ahead of the release of the film. A number of top Chinese film stars also wrote in their widely-read blogs about the movie, Mr Shetty said.

With this, Dangal, whose theme of women empowerment appears to have resonated with the audience in China, has become the highest performing non-Hollywood foreign film in the country. The film broke the record of Your Name, a Japanese fantasy drama, which netted 577 million yuan (USD 84 million) at the box office last year.

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Aamir has become equally popular on China's microblog Weibo where he has 6.55 lakh followers. He has surpassed Prime Minister Narendra Modi to become the Indian with the largest following on Weibo.

Justice P S Dinesh Kumar passed an ad-interim order staying the government order for three weeks till the next date of hearing. Till then, price cap will not be applicable on Saturdays, Sundays and state public holidays. FICCI Multiplex Association of India had approached the court seeking quashing of the government order on the grounds that the state government does not have the authority to regulate multiplex ticket prices. The petitioner contended that the order is against the provisions of the Karnataka Cinemas (Regulation) Act,1964. The petitioner said that multiplex tickets cannot be sold on a par with single screen tickets and if the order is implemented, it would cause huge losses to the multiplex owners. The judge stayed the government order and ordered notice to the state government and the Department of Information and Kannada Culture. The government issued the order capping multiplex ticket price on May 2 and it was implemented with effect from May 5.


VAISHALI HANUMANTH

The Woman Who Runs Mysuru’s First Multiplex With her clear focus and passion for cinema, Vaishali Hanumanth of DRC Cinemas, Mysuru holds the distinction of being the only woman in South India, who runs the city’s first ever multiplex! In an industry which is still considered a male bastion, this is no mean feat. Under her able entrepreneurship and guidance, DRC Cinemas was recently refurbished to enhance the cinematic experience of its loyal patrons. The cultural capital of Karnataka, Mysore aka Mysuru is revered for its pleasant climate and its splendid heritage structures and palaces. However, very few people know that this very city is home to South India's first woman multiplex owner who calls the shots in a business which is still considered to be a male bastion. She is Vaishali Hanumanth of DRC Cinemas. A woman who holds her

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ground in a highly male-dominated industry, Vaishali was born in a family that runs a popular single screen in Mysore called Shantala, which was built by my grandfather in 1970. DRC Cinemas happened as she seized an opportunity that came through a family friend. And there was no looking back for her after that. Under Vaishali's able entrepreneurship and guidance, DRC Cinemas, Mysuru recently refurbished the interiors of all screens to include recliners and Dolby Atmos., The projectors were upgraded in two of its screens to 4K from the existing 2K. Giving a massive 30k resolution on screen, the images are at their sharpest. Quality of sound too had seen a quantum jump, equipped as it is with Dolby Atmos sound systems. The multiplex is certainly leaving no stone unturned to see that cinema viewing experience in Mysuru is on par with the best. We catch up with Vaishali Hanumanth to find out what prompted the upgradation of the cinema and also to understand her enriching experience in this industry.

Tell us more about DRC Cinemas being the first multiplex in Mysore. My family runs a popular single screen in Mysore called 'Shantala', which was built by my grandfather in 1970. I used to visit this theatre very often even as a child, since I liked watching movies. So in a way, cinema runs in my blood. When an opportunity to run a multiplex came through a family friend who owns part of the Mall, I was excited about it. The offer came in late 2010 and with help from


• S P E C I A L F E AT U R E • my father and husband, and consultants from Chennai, we managed to complete all works in record time and managed to open to public during Dussera, the main festival of Mysore. It was the first multiplex of Mysore and we were very nervous as to how it would be accepted by the public. To give credit to Mysoreans, it was very well received. We formally opened to the public on October 1, 2011. What is the cinema scene like in Mysore? How does DRC Cinemas feature in this scenario? There are a good number of patrons who like to watch movies in Mysore, especially if the movie is good. We have seen that people are choosy. The movie should be good, and also the atmosphere should support it. Of late, since the last couple of years, there have been many good movies in the local language. These have been well received, with many first time multiplex goers flocking to watch it in our theatres. This augurs well for the local industry. How many screens does DRC have in all? Tell us more about their features. We have four screens in the BM Habitat Mall. Two of these screens are of a larger capacity and two are smaller. Both larger screens are equipped with Christie 4K projectors while the smaller ones have Barco 2K projectors. The larger screens have Dolby Atmos sound systems too while the smaller ones are equipped with AP 20 sound processors from DTS. The larger screens have Clarus screens from Harkness and also the passive 3D system from GetD for very fine 3D viewing. They are installed with one row of recliner seats, which are quite popular. What was the motivation behind the latest installations and upgrades? We believe that providing the best quality cinema experience to the moviegoer is our duty. We want to provide the Mysuru audience with the best that technology. To this end

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we have constantly upgraded ourselves. To give a few examples, we changed and upgraded the entire seats and carpets after five years, a move that was deeply appreciated by our patrons. In light and sound quality too, we have recently upgraded projectors from 2K to 4K and we have also installed the highly advanced Dolby Atmos in screens 1 & 4. We believe in giving value for money. Our patrons have been with us and supported us from the very first day. They deserve the best. You are perhaps the only woman cinema owner in South India! How does it feel being a woman entrepreneur in a completely male-dominated industry, something which is quite rare and extraordinary? I have received full support from the industry. I have never been made to feel that my gender is a cause for any problem or issue. In fact, I must express gratitude towards all distributors with whom I interact on daily basis for giving me the respect as a multiplex owner, irrespective of my gender. Above all, my family has been my pillar of strength and my backbone in this endeavour. My kids supported me in this project; my husband is with me throughout as a partner, and my father is like a rock, always supporting me. I am the second of the three daughters of my parents. They raised us to act and think independently and I think that has gone a long way in my being able to handle a business.

Any challenges you had to overcome initially or even later being a woman entrepreneur in this industry? Do you think men in similar positions have a different journey/experience? Initially, yes, there was some resistance in my being seen as a multiplex owner. There were doubts as to whether I would last in this industry. Many were not comfortable dealing with me. However as time passed, due to familiarity in part, and due to my business ethics in part, I started getting the correct relation with the industry people. I do feel that being a woman has its advantages as well as disadvantages. Certainly for men the journey is different. But today any person, man or woman, who can work with focus and passion can make it to the top in any field. This is what I believe. What are your future plans for DRC Cinemas? We are looking for expansion. Now that we have stabilized in DRC, we are ready to provide the same kind of cinematic experience in other places as well.


• S P E C I A L F E AT U R E •

AJAY BIJLI’S OVERVIEW ON

GST “A Better Script Could Have Been Written for the Cinema Sector”

A key stakeholder in the Indian film industry - the Government - got its script wrong by imposing such a damagingly high GST rate on cinemas. The GST was a great opportunity to take the film industry - the staple and most innocuous form of entrainment of the Indian masses - to another level. In the very near term itself, we would have come at par if not better than the best in the world, both in quality and quantity. It was an opportunity to scale up our domestic box office, which is at present a dismal size compared to those in the US, Chinese and even smaller markets. Through GST, we could have screens in every nook and corner of the country. And, why can’t our movies do global box office collections like the international movies? Let me explain why I feel a perfect platform that was set for an exponential growth in the sector has now got adversely impacted. I have been in the business of running cinemas for over 27 years now and have experienced from very close quarters the dynamics of the film industry in our country. For several years, the entertainment tax regime in India has been disproportionately high, ranging from 20 per cent to as much as 60 per cent. In addition, almost all the states also capped ticket prices. As a result, there was hardly any incentive for the already fragmented cinema halls to improve their offerings. The problem surmounted further when the video boom started in the mid-

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Eighties and all of a sudden, hundreds of cinemas started closing down due to non-viability. Customers who still had a huge appetite to watch films, reduced their visits to the cinemas due to the novelty factor of watching movies on video. It didn’t help that cinemas had stopped investing in upgrading their infrastructure due to the reasons I cited earlier. The cinema owners were finding it difficult to keep the ship afloat in this scenario. However two things, constant and unique to India, still remained extremely encouraging; two critical factors that are imperative for the industry to succeed - an abundant supply of films and an equally matching demand by the consumers. The film industry was still churning out the highest number of movies in the world, and on the demand side people still had an insatiable appetite to go and watch movies. The missing link was the conduit that connected the two - a retail infrastructure that was clean, hygienic and up-to-date in technology. The exhibition sector needed a boost as the revival of cinemas was important to resuscitate the industry. For this to happen, taxes had to be rationalized, land exclusively for cinema had to be provided and ticketing had to be decontrolled. These could be done only by the third stakeholder in the business -the government. Since 1990, various cinema associations made representations to their

Ajay Bijli, Chairman & Managing Director PVR Ltd. respective state administrators. They requested for the decontrol of ticket prices - partial or full, to reduce or exempt entertainment tax (which was different in every state) and to tender or auction land that were demarcated for the cinema industry. It was important that the land wasn’t meant for any general commercial use as these could be grabbed by real estate players and cinema operators stood no chance to compete against them. Various state governments understood the issue and the industry tasted some success. One big concern that Delhi had was over the transparency at the box office where tickets are sold. It was also argued by some old stalwarts in the industry that high tax rate was due to manual ticketing systems. As a consequence in 1995, we got permission to build the first multiplex with updated cinema building bye-laws and we introduced computerised ticketing system that ensured transparency for all stakeholders - producers, exhibitors, state exchequer and consumers. This was accompanied by partial decontrol in ticket prices and some reduction in entertainment tax at the state level. The first multiplex opened in 1997, and it was a huge success. Everyone benefited. The consumer now had a world-class facility to


• S P E C I A L F E AT U R E • experience his favorite passion, the entertainment tax collections increased despite lowering of tax rates, the box office revenues increased and the adjacent real estate became prime. Seeing this, other state governments started giving tax exemptions - although for a limited period - and some more breathers to boost the sector. The next two decades saw some growth in the sector. But given our population and the appetite for movies, the growth rate was nothing compared to those in the US and China. Still, now we were chugging along in the right direction. Cut to the current scenario, we are now against the onslaught of consumers watching films on handheld devices, the menace of piracy and other forms of out-ofhome entertainment. The one impetus the industry needed was a very palatable GST regime. In fact, because entertainment tax has always been a state subject and some of the governments have an abysmally low price cap, the GST regime was the ray of hope that the entire industry was really looking forward to with bated

breath. This was the only elixir that could propel the growth of the industry to global levels. One has to understand the industry has also survived so far because of its pan-India multi-state approach. Films are released country-wide. And exhibition chains are spread across India. If we were to be regional or stuck to one state then any adverse change in the tax regime would have toppled the industry. Everyone has been keeping the ship afloat by defraying its risks in various states. A palatable GST rate would have bought parity and removed the volatility we have faced over the years. World over, cinemas are hardly taxed more than in single-digit rates. This has helped the cinema industry in these countries to plough back the money into high quality, and globally appealing movies. This benefits everyone. We would have done the same if we had got a better GST rate. India has the talent to make movies that can woo not just Indians to the theatres, but a worldwide audience. One of the biggest export earners for the UK is its creative sector fueled by their music and movie industries. Our

creative sector too has a huge potential. We could have also fasttracked our screen growth, which is the lowest in the world. We have just 2,000 multiplex screens and 6,000 single screens, compared to over 30,000 each in the US and China. In addition to the economic reasons given above, I also have a huge emotional issue with the GST slab. Why is the slab clubbing us, the movie industry, with casinos and betting, and with revolvers and pistols? Is watching a cinema really akin to gambling? Is the Government trying to encourage cinemas, which are embedded in the social fabric of our country, or is it discouraging the industry by clubbing it with gambling and betting? This high tax bracket also applies to luxury goods and services. How is cinema a luxury? Last year, 2.7 billion tickets were sold at an average ticket price of less than Rs 80? It’s entertainment for the masses. So accordingly the lesser GST slab should have been imposed. Clint Eastwood said in one his talks that cinema is an emotional art form. Therefore this step is a huge setback. While we have the maturity of being pragmatic, we equally feel emotional and let down by this categorization.


• BUSINESS TREND •

Insignia:

An Signature Gourmet Experience With convenient elements such as India's first interactive Self Ordering Food Kiosk, along with Butler on call and In-App food ordering, Insignia, a signature experience designed by INOX Leisure, has now taken another leap in making your movie experience more luxurious at Laserplex, Nariman Point, Mumbai. It has in fact launched an exotic gourmet menu curated by none other than celebrated chef, Vicky Ratnani! Insignia, a signature experience designed by INOX Leisure, has now taken another leap in making your movie experience more luxurious at INOX Laserplex, Nariman Point, Mumbai. The 7- star multiplex has collaborated with celebrity chef, Vicky Ratnani, who launched the menu especially curated by him, made out of local products reimagining global flavours! Innovative and enterprising, INOX Laserplex is the first multiplex of its kind that released a creative food Television Commercial on National Television that also features Chef Vicky. Adding on to the experience, the luxury multiplex is also focusing on the dimensions of convenience

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such as Self-ordering Food Kiosk in the lobby, first ever in-app food orderingfrom your seatand Butler on call, where one can order food without standing in long queues. Delicious bites and meals right from market fresh bowl of quinoa tossed with exotic vegetables, to light bite flavored makhanas (fox nuts), to habanero tabasco popcorn, la rondella di pastas prepared with authentic rustic recipes of Vicky Ratnani, Healthy burrito wraps and more are all on the menu that will accentuate your taste buds while watching a movie in a luxurious ambience. Unwind yourself on the


• BUSINESS TREND •

lounge with your family and friends and get pampered with the services provided by 'butler on call' while you enjoy the movie. Speaking on the launch of the menu, Mr. Siddharth Jain, Director, INOX Group of Companies said, "It gives us immense pleasure to announce that we are India's first multiplex chain to partner with a celebrity chef, Vicky Ratnani, to bring for our guests, a finely curated gourmet menu, freshly

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prepared. We hope to introduce this concept across all our Insignia properties pan India over the next 6 months. In addition, being the first to adopt new technologies, we are proud to announce India's first food and beverage ordering touch screen kiosk as well as the ability to order food on your seat directly from the INOX App." Speaking on the launch of the menu,


• BUSINESS TREND •

Chef Vicky Ratnani said, "It's one of my first experiences to be associated with a 7-star luxury multiplex where curating a menu was a fun task! I had to bring in the ' 'new to the old' by usinglocal products and create some really quirky yet comforting global flavoured dishes. I hope this curated food menu makes the experience of watching the movie more fun and memorable." Enhancing the movie and food experience at the INOX Laserplex, guests can further utilize the state- ofart- technology designed for theirconvenience. These are: •

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Self-ordering Food Kiosk: Committed to putting customers at the heart of everything INOX does, for the first time in the multiplex industry, a digital selfordering Food Kiosk has been rolled out. Positioned strategically in the lobby, customers will be able to order and pay through these touch screens and get their orders delivered to their seats. It gives guests the convenience and personalization through the use of these kiosks, to place their order. Guests can place their order and skip the front counter June-August 2017

entirely, with their food brought right to their seats. INOX is looking at adding 20 more kiosks across its properties in the next few weeks. •

Butler on call: A single tap of a button gets guests personalised service. Whether its refreshments or a blanket, they just need to sit back and relax, while it is served at their seats.

In-App food Ordering: Guests can now order food from their seats by using the INOX Mobile App, while watching a movie and paying through the Saved Card feature.

So sit back, relax and enjoy a 7-star movie experience while gorging on to some delicious food only at INOX Laserplex!


• BUSINESS TREND •

Designer Talk with Ar. Sohil & Mukti Kapadia The 4-screen E-Square multiplex at Meera Arcade spells class and grandeur. All the interiors of the Arcade, including the E-Square multiplex, are tastefully designed by Ar. Sohil & Mukti Kapadia, Principal Architects, MnS Designs. Right in the heart of Nanded is a hub for tourists as well for the locals called Meera Arcade. The Arcade comprises a 38-room hotel, two banquets, three speciality restaurants and above all the four-screen E-Square multiplex. Interiors and façade elevation of all

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the floors are designed by MnS Designs and team (Mumbai). The grandeur of the cinema can be experienced right from the box office at the ground floor with a hitech pre-entrance lobby to the plex. The digitally lit wall and the exquisite digital poster displays in the ceiling create a dramatic ambience. The multiplex, situated on the 4th floor, has a grand look with double height volume. As one steps out of the elevators, one is welcomed by a digital wall, surrounded by Travertino marble cladded walls with attractively dressed flutings in bands of the marble. These marble cladded walls create elegant combinations with Italian wallpapers with rich motifs. A green wall in the


• BUSINESS TREND • lobby balances the overall blend of the rich glossy materials used in the ceilings with diffused lights and the marble-finished floorings. The ceiling is designed with the gloss of reflective amber materials in digital pattern to continue the ambience of the ground floor into the 4th floor lobby. The high ceiling lobby is adorned with 26 specially customized Hall of Fame frames, celebrating the cinema legends from various streams. Some of them include Dadasaheb Phalke, Shriram Lagoo, Amitabh Bachchan, Jackie Chan, Dada Kondke and Akshay Kumar. "This visual element helps to connect easily with patrons and has become a big-time selfie spot, which is our new design mark in all new properties we design," say Ar. Sohil and Mukti Kapadia, Principal Architects, MnS Designs. "Planning wise we got some major structural changes done to achieve the grandeur of double height volume," informed the Principal Architects. Rich fabrics in red and blue are splashed all over in the 4 audis. These two colours are the trademark colours of E-Square multiplex, and hence dominate the theme of the audis. The property is a splendid blend of classy and modern elements, creating interests for all kinds of patronage. The screens are also incorporated with latest envelope sound technology for immersive experience with 3D silver screens and 2K projectors. It has become one of the best hubs to hang out, relish food and enjoy cinema. "The multiplex is at par with any Atown cinema," they added. Well, there's more to come from the architects in the very same Arcade. A mini spa in the basement of the building will also be designed by the duo!

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• INDIA PLEXING •

Miraj Cinemas

Making it Big Near to completing a decade in cinema entertainment, Miraj Cinemas has set several milestones in the era of multiplexes. The company aims to provide quality movie viewing experience to its patrons by increasing its presence throughout the country. The company has chalked out an aggressive plan to operate over 200 screens pan India,

focusing on major cities by 2020 from existing 77 screens across the nation. To reach the initial target of 100 screens by this year end, the company has strengthened its position in Punjab, Gujarat and Delhi NCR by adding four new multiplexes with 13 screens in a record time of 30 days. With this addition of the screens, Miraj Cinemas has now secured 77

Close to completing a decade in cinema entertainment, Miraj Cinemas has achieved several milestones in the era of multiplexes. The company aims to reach over 200 screens pan India by 2020.

screens pan India, which makes Miraj Cinemas one of the fastest growing theatre chains in the country. In Gujarat, Miraj Cinemas has two new multiplexes (Vadodara and Ahmedabad) besides its existing 7screen property at Miraj City Pulse, Ahmedabad;, 3- screen property in Gandhidham and another 4- screen property in Miraj Cine Pride, Ahmedabad. The new multiplex of Miraj cinemas in Vadodara, situated at SWC mall, has 3D equipped 4screen that boasts of 728 plush seating capacities with 7.1 Dolby surround sound facility, 2K Projectors and recliner seats while its Ahmedabad property situated at Vitthal Plaza (New Naroda) has 3 screens with a seating capacity of 372 along with silver screen and recliner seating facilities and modern stateof-the art infrastructure. Similarly, in Delhi-NCR, Miraj Cinemas has 3- screen multiplex in Rajendra Nagar, Ghaziabad where it has 3D equipped screens with seating capacity of 711 people and 7.1 Dolby

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• INDIA PLEXING •

digital sound systems. This new property in Ghaziabad is in addition to the Miraj Cinemas existing 2- screen multiplex in Chaudhary Mall, Ghaziabad and 2- screen multiplex at Subhash Nagar in New Delhi . In Punjab, Miraj Cinemas launched 3screen multiplex situated at J's EmiNent Mall complex in Hoshiyarpur. The new property has 2K technology projector and a silver screen for 3D movies. The multiplex is also equipped 7.1 Dolby digital sound system and boasts of plush seating capacities along with recliner seats.

Expending the Realm Miraj Group, India's leading business brand, forayed into entertainment sector with a movie production unit in the year 2008 with a brand name of Miraj Entertainment Limited. The group company, Miraj Entertainment started its venture into the sector with its first movie production 'Queens! Destiny of Dance', followed by 'Tell Me O Khuda 'in 2011 and 'Sona Spa ' in 2012 followed by the movie 'Madari' in 2016.

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The group added another feather in the cap with the launch of Miraj Cinemas in the year 2012. Mr. Amit Sharma, Managing Director, Miraj Entertainment Ltd laid the foundation of Miraj Cinemas in Ajmer with an aim to provide best in class movie viewing experience across India with more penetration in the tier II and tier III markets. Today, Miraj Cinemas has 77 screens spread across the length and breadth of the country. The company aims to provide quality movie watching experience to its patrons and to expand its presence throughout the country. At present, the company operates 29 multiplexes and will take the total to 35 by the current financial year end. As per its strategy, Miraj Cinemas is planning to capture markets Tier-II, Tier-III cities where movie viewing experience is far behind compared to any urban movie theatre. Bhuvanesh Mendiratta, AVP, Operations, Miraj Cinemas said, "We have invested nearly Rs 100-120 crore over past few years and will go all out to enhance

our presence massively pan India." The company, is eyeing a topline of Rs. 200 crore for the fiscal year and , had an organic growth so far and may scout inorganic growth next year.

Setting Land mark Since its inception, Miraj Cinemas is aggressively capturing markets in smaller towns/cities to create a more widespread awareness about the company following an outsideinside market strategy. The current strategy works well in-sync with the revenue generated from regionalmovies. Under the leadership of Mr. Amit Sharma, Miraj Cinemas has managed to carve a niche for itself. According to Mr. Sharma, "Miraj Cinemas endeavors to maintain its success and has taken every step in this direction." With the opening of 4 four new cinemas in last one month, Miraj Cinemas now has wide presence across India, out of which 10 properties in western India, 12 locations in North, 4 four properties


• S P E C I A L F E AT U R E • in South and three in central India. With such an expansion, Miraj Cinemas is now undeniably the national multiplex chain, which marked its presence in a shortest time span among its peers.

Foresightedness in Business Over last few years, there are only 4-5 serious playersdoing business in this industry. On the other hand, the era of consolidation has slowed down a bit. Mr Sharma opines that the right valuation given by companies in any acquisitions also varies on numerous factors but overall any merger or acquisition should give a win-win situation for both the sides. As per recent industry data, more than 3.3 billion tickets are sold in India annually. This makes us the most cinemas going population in the world. All of the multiplex players combined are operating about 2500 screens at present. Mr. Sharma says, "We believe that even though there might be a case for overbuild in some pockets, overall

there is enough scope for further screen supply and thus global players such as Cinepolis or Dalian Wanda find it lucrative to invest in India." He further added, "But even then, there will be enough room for everyone. With their global experience, these players will be able to bring latest technologies, which will not only improve the business scenario but enhance the movieviewing experience altogether."

The company believes that every cinema lover should watch movies in theaters or multiplexes without worrying about the cost and should also experience the highest level of quality in terms of technology in film exhibition. Miraj Cinema aims to be synonymous with value for money movie experience where every movie lover of any region should be able to enjoy.

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• INDIA PLEXING •

PVR Cinemas

Reaches 50 Cities Milestone With the launch of its first multiplex in the capital city of Jharkhand - Ranchi, PVR achieved the 50 cities milestone! Right after reaching the milestone, the film exhibition company launched another property in less than a week's time at Pimpri Chinchwad, Pune.

5-Screen Cinema at Pimpri, Pune Right after reaching the 50 cities milestone, PVR Ltd is back with the launch of another property in less than a weeks's time. The cinema exhibition chain, inaugurated its 4th multiplex in the heritage city, Pune, at City One Mall, Pimpri Chinchwad. New launch in Pune, also takes PVR's total count to 579 screens at 126 properties in 50 cities. Strengthening its commitment in the western states, PVR reaches a screen count of 152 screens and 36 properties in Maharashtra. With this launch, PVR cinemas will now have 4 properties and a total of 25 screens in Pune city. The newly launched 5screens cinema offers a spectacular movie watching experience with its luxury interiors, state of the art sound and superior technology. Speaking at the launch, Gautam Dutta, CEO, PVR Cinemas said, "We are excited to launch our second multiplex in less than a week's time. It has always been our endeavor to stay ahead of the curve and work

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constantly towards rolling out news cinemas. This launch not only brings PVR closer to achieving 1,000 screens milestone but also makes India a highly versatile market in terms of screens addition." Adding further, Mr Dutta said, "It is our 4th multiplex in Pune, which is a result of tremendous trust and response shown by movie enthusiasts that we are expanding our presence in on one of the most beautiful cities of the country. West has always been an important market for expansion because of its increasing industrialization and demand for evolved cinema experience by the patrons. Apart from brand expansion, we always look at bringing Indian Film Industry closer to the global market by matching up to their pace of screen ratio." Strategically located on the main highway, the newly launched cinema is spread across an area of 22,694 sq ft with a total capacity to accommodate 911 seats. There are recliner seats for the discerning audience who prefer an extra comfort and a lavish experience while watching movies.

The availability of Quick Tix machines is an added convenience to moviegoers that allow the transaction of tickets without getting into long queues. Marking this occasion, Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. further added, "We are thrilled by the second consecutive cinema launch in just three days. It reflects on our commitment towards rapidly expanding our base across India. This launch also marks our widening presence in Pune market. With each launch, we dedicate ourselves to provide the most superior technology and overall services matching up to the international standards of convenience and comfort. The newly opened multiplex at City One mall would definitely be a great movie destination for the patrons in Pimpri. It reiterates our endeavor of providing the best of cinema, state of the art infrastructure, and a wide variety of culinary options, which matches well with our core brand values. We thank the management of City One Mall and Rama Group for giving us such an outstanding location in the midst of the city." The brand new multiplex promises to deliver an unmatchable movie watching experience with its world class technology that includes 7.1


• INDIA PLEXING • Dolby Digital surround sound along with 4K projection systems and Next Generation 3D silver & matt screens. The interiors of the cinema are brightened with color stones and wooden wall paneling. Adding further to the overall ambience, the multiplex also include a wide array of food and beverages with an extensive range of gourmet snacking options.

First Multiplex in Jharkand PVR Cinemas has launched its first multiplex in the capital city of Jharkhand- Ranchi. With this launch PVR Cinemas has expanded its pan India presence and reached the 50 cities milestone. Since PVR's inception, the company has grown exponentially in the Indian market and has always endeavored in providing its customers with the best movie watching experience. The newly launched 4 - screen property is the largest and the most premium multiplex of the city, situated in the heart of Ranchi that brings in the right synergy for the movie lovers. Being elected to be developed as a smart city under Government of India's 'Smart City Project'; Ranchi has witnessed tremendous development in the recent times. This surge of expansion has also opened opportunities resulting in a diverse population with evolved entertainment consumption patterns. Optimizing the growing need for a premium entertainment hub in the city, the brand new property offers the best in class movie experience to

the film connoisseurs. With this launch, PVR cinemas present its 2nd property in the state of Jharkhand; strengthening its presence in the Tier II market. At present, the multiplex has its pan India presence in 50 cities with 125 properties and 574 screens. Speaking on the occasion, Gautam Dutta, CEO, PVR Cinemas said, "This is a great moment for us as we reach the 50 cities milestone. We constantly aim to offer the most qualitative movie watching experience to our customers. East has been an important market for us and the demand for an evolved cinema experience have increased tremendously. This has led to expand our presence from the Steel cityBokaro to the smart city- Ranchi, making their first experience with PVR a memorable one. We hope that our brand becomes synonymous to excellence and quality here as well." The multiplex is spread across an area of 20,059 sq. ft., catering to a seating audience of 894.Two of the auditoriums are equipped with recliner seats adding an extra comfort for discerning audience and are equipped with the most revolutionary surround sound system, Dolby ATMOS.

Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. said, "We are thrilled to cater to the new markets by marking our presence in 50 cities pan India. PVR was the first to provide a platform to the common man to not only enjoy a world-class cinema experience, but also provide them with a family entertainment destination. With this newly launched PVR property at the city's biggest mall- the Nucleus, in Ranchi, I am positive that we will be able to fulfill the expectations of our audience here as well. On behalf of PVR Ltd., I would also like extend my regards to the mall management of Adarsh Heights Pvt. Ltd. for giving us the best location". Matching up to PVR's premium locations, the newly launched multiplex has comfortable seats, next generation 3D enabled screens with ultra-high brightness, Dolby Atmos, 4K projection technology along with an enhanced concession menu that is available with 'on seat' ordering facility. These features have been introduced in the city for the very first time. Quick Tix kiosks at the entrance of the cinema bring an added convenience to the customers.

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• INDIA PLEXING •

Mona 70mm

The Iconic Legacy Continues One of the iconic cinemas in the filmscape of Patna, Mona 70mm has become the first Dolby Atmos screen in Eastern India. Sprawling along the south bank of Ganga, Patna is not only the capital city but also the largest town of the state. Bhojpuri films dominate the filmscape in this part of India. However, one cinema which has given an international flavour to this region is Mona 70mm. The construction of Mona 70mm started in April 1978 and it was inaugurated two years later on January. 18, 1980, with the 70mm 6track stereophonic sound film Star Wars!. Mona 70mm was built on a plot of land where another iconic cinema hall, Elphinstone Picture Palace, already existed since the silent era of Hindi cinema. After all, cinema in Bihar goes back to the early years of the 20th century, when Jamshedji Framji Madan acquired the Elphinstone Theatre Company of Bombay in 1902 and converted it into the Elphinstone Bioscope Company. The Elphinstone Theatre in Patna became the Elphinstone Cinema, showing silent shorts until the advent of sound films.

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As was the norm during those days, Mona 70mm too had a massive seating capacity of 1361 - 468 seats in balcony and 893 in lower stalls. It was also the first 70mm cinema hall with Photophone projectors and 6-track stereophonic sound system. Mona 70mm was closed down in June 2007 for a massive renovation, rejuvenation and refurbishment. The concrete slab of balcony was

extended right up to where the screen existed. The lower stalls floor were levelled, wall between the stalls and its foyer was removed thereby creating a floor plate of approx... 7000 sq. ft. which was later leased on rent. The pitch between balcony rows was increased from 900mm to 1100mm and modern contemporary seats from Krishna Quinette were installed. Auditorium carpet and underlying foam were installed by F & F. Cinemeccanica projector with 3platters, Dolby CP650 processor, Crown amplifiers, Klipsch Stage & Surround speakers and sub-woofers were installed by Electrorama, New Delhi. The structural additions and alterations were done using retro-


• INDIA PLEXING • fitting technique. All these works were carried out under the design of the leading architectural consultants : Mathur & Kapre Associates Pvt. Ltd., New Delhi. The renovated cinema hall, with the seating capacity of 442, was reopened and inaugurated by Mr. Sushil K. Modi, Deputy Chief Minister, Govt. of Bihar, on January. 14, 2007. At that time, it was the first cinema with Dolby Digital screen in Bihar. In April 2017, Mona 70mm has become the first Dolby Atmos screen in Eastern India. "Since late 1950s, there were only 6 cinema halls in Patna. Two cinema halls were constructed in 1970s. Mona 70mm was the ninth cinema hall. At present, only four exist. The rest have closed down, one by one, starting from late 1990s. Of the four cinemas, two belong to our family," informs Ajay K Kataruka, the owner of the cinemas.

And the results are already showing. "The audience is intelligent to see and feel the technical upgradations. Our 2 cinema halls have the highest

occupancy among all," he informs. "Thanks to ingenuity of Mathur & Kapre Associates, our cinemas are now 2-screen multiplex, he adds.

"We had taken up similar renovation, refurbishment and renovation of Elphinstone in 2011. Multiple concrete slabs were added using retro-fitting technique. It reopened in 2013 with the film Raanjhna. It is equipped with Dolby CP750 processor and JBL speakers. McDonald opened its first restaurant in Bihar & Jharkhand on the ground floor. A fine dining restaurant and coffee shop are operating on 1st floor. We have a concrete roof on top of Elphinstone. It will be developed as a banqueting space in due course of time," he says.

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• INDIA PLEXING •

INOX at R City

Where Technology Meets Opulence

INOX unveiled yet another 7-Star cinema experience, sprawling 58000 square feet, in R City Mall at Ghatkopar, Mumbai. The new 9-screen multiplex, designed for the genuine film connoisseurs, was launched by none other than Bollywood superstar, Shah Rukh Khan.

INOX Leisure Limited, India's premier multiplex chain is taking the movieviewing experience to a brand new dimension. INOX launched yet another 7-Star cinema experience sprawling 58000 square feet in R City Mall at Ghatkopar, Mumbai. The new 9-screen multiplex, designed for the genuine film connoisseurs, was launched by Bollywood Superstar, Shah Rukh Khan. Conceptualized by award winning architects Mesbur Smith & Associates, the 9 screen multiplex boasts of the latest technology one can imagine today, and more. Equipped with an IMAX screen, India's first and only laser projection format with 300% enhanced picture quality, explosive Dolby Atmos sound, stunning lifelike 4K resolution and Volfoni Smartcrystal solution for the brightest 3D projection, INOX at R-City is where movie viewing moves to untouched boundaries. Commenting on his experience, Shah Rukh Khan said, "This place radiates extravagance. After experiencing this 7-star cinema marvel, I can truly say

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that cinema viewing has reached a new level, both in terms of technology and luxury. I wish INOX

at R-City the very best, and give its audience a heads up to get spoilt, by its 7 star services. Live the Movie!" Speaking on the launch, Siddharth Jain, Director, INOX Group of


• INDIA PLEXING • Companies said, "I am excited to present before you, another 7 Star INOX, at R-City, Mumbai, the all-new and the one-of-its-kind multiplex in India. This multiplex is a technological delight for any cinema lover, and a luxurious entertaining destination to get pampered, while watching a movie. It truly highlights our efforts to provide the very best, in movie viewing experience in the country." This multiplex boasts of some firstever experiences in a cinema in the country: •

Interactive automated Box Office - One can browse, choose and pay for tickets on the interactive screen, which mirrors on the opposite side, where an Office Assistant can assist, if needed.

Interactive menu -The interactive touch screens in the concessions area helps one to browse through the menu, while ordering Food & Beverage.

An enthralling 550sq feet LED video wall in the lobby with full colour, ultra-bright, full motion dynamic real-life like content display, is the largest in any theatre.

An interactive gaming zone powered on a huge LED touch screen

R-city additionally houses INSIGNIA, INOX's signature experience, which is the last word in luxury cinema entertainment. With INSIGNIA, guests

enjoy a gourmet menu curated by master Chef Vicky Ratnani, butler-oncall and service by staff dressed in designer uniforms by Arjun Khanna, among other features. It also has

Kiddles a fun zone for the tiny tots. This space in the lobby is for young children to spend time playing games and engaging in some creative activities, before the movie.

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• INDIA PLEXING •

SPI Cinemas

Expanding its Reach One of Chennai's iconic multiplex chains, SPI Cinemas aims at providing an exceptional movie-viewing experience to cinemagoers in other states with the launch of Kripa Cinemas in Thiruvananthapuram, Kerala and 5-screen Multiplex in Warangal, Telangana.

SPI Kripa Cinemas, Thiruvananthapuram After four decades of consistently reinventing the cinematic experience for audiences across Tamil Nadu and now Mumbai, SPI Cinemas took its first step in God's own country with the launch of Kripa Cinemas in Thiruvananthapuram. Along with corporate conglomerate Muthoot Pappachan Group, SPI Cinemas has given a complete face lift to an existing cinema and revamped it to bring the latest in cinema technology to a Cinemas was done by Adv. V.K

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Prasanth, Mayor of Trivandrum Municipal Corporation today. The cinema opened its doors to the public on 28th April 2017. Thomas John Muthoot, Chairman & Managing Director, Muthoot

Pappachan Group, said:, "We, at Muthoot Pappachan Group, proudly present the new avatar of the iconic Kripa Cinemas in Trivandrum with two screens and many additional customer-friendly features. We are confident that film lovers in Trivandrum will enjoy the wonderful experience of premium seating, 2K digital projection, Dolby Sound System & Dolby Atmos Sound in our beautiful auditoriums. In its new 'digital' avatar, Kripa Cinemas also offers 24/7 online ticket reservation system making it easier to book tickets anytime and anywhere. Kripa Cinemas offers a fine movie watching experience with the latest state of the art technology and a variety of snacks." Swaroop Reddy, President, SPI Cinemas said:, "At SPI Cinemas, we've always been keen to bring our


• INDIA PLEXING • cinemas to Kerala and now this desire is becoming a reality. SPI Cinemas will deliver an immersive experience from the moment our viewers step in. Thanks to our partnership with Muthoot Pappachan Group, Kripa Cinemas is an exciting and high quality entertainment destination in Trivandrum. We are delighted to be here." Be ready to be 'WOWed' by the quality of sight and sound through the two screens at Kripa Cinemas. With 2K Projection from Christie, combined with 2.4 gain silver screens and 3D technology from Master Image; the quality and clarity is going to be nothing short of excellent. And, it gets better - one of the screens will also house Dolby's legendary flagship sound - Atmos. Speaking on the adoption of latest cinema technology at Kripa cinemas, Teddy Joshua, Head of Engineering & Facilities at SPI Cinemas said, : "Every property of SPI Cinemas has always featured the latest and greatest technologies for cinema available in the market. Our association with

Christie, JBL and RealD help us deliver stunning bright, rich, vibrant colours that will bring movies to life in a never-before-seen way. Screen 1 at Kripa is Dolby equipped whereas Screen 2 is fully certified by Dolby and features Dolby Atmos. It allows the moviegoer to feel surrounded by the most natural and life-like auditory experience possible. Both the screens have 3D systems along with Clarus XC screens which creates

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• INDIA PLEXING •

a visibly deeper 3D & 2D content. The design, installation and calibration has been done by factory trained SPI owned in-house engineers". Along with a world-class cinematic experience, SPI Cinemas also believes in offering great food to go with it. The SPI Cinemas popcorn has been a game changer across all our cinemas and can now be savoured at Kripa Cinemas. Visitors to the cinema will be able to feast on a host of delectable snacks for a price that is too good to be true! "The lobby at

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• INDIA PLEXING • Kripa Cinemas has a fresh and modern look, with digital displays. Our popcorn is a crowd favourite as well as Non-GMO. We specially import it from Nebraska and will be served at Kripa Cinemas alongside other lip smacking gourmet delights. French Chef Mickael Besse of Michelin Star repute has helped design the menu and we constantly innovate to keep up with the culinary trends", said Bhavesh Shah, Head of Experience & New Business Initiatives, SPI Cinemas. Ratheesh R, Assistant General Manager, Operations at Kripa Cinemas said, "We expect great things from the re-birth of Kripa cinemas and we're excited to help empower this exciting future."

New 5- screen Multiplex in Warangal SPI Cinemas, announced the opening of its state-of-the art multiplex 'S2 Cinemas' at Maddox mall in Warangal. The launch took place soon after the inauguration of SPI Cinema's newest property in Trivandrum, Kripa Cinemas. The S2 cinemas in Warangal, comprising of 5 screens and a total seating capacity of 976, takes the presence of the company to 43 screens across 4 states. Speaking on the occasion, Swaroop Reddy, President, SPI Cinemas said: ," "We are pleased to announce the opening of our brand S2 Cinemas in Warangal. People here have a strong penchant for arts and cinema, making it an important market for the exhibition industry. Our multiplex is a result of our constant endeavor to provide unparalleled cinema experience to our customers." Richard Musa, Executive VicePresident of Operations at SPI Cinemas said “We are excited to be here in Warangal. Along with our multiplex, we also bring an established experience in customer care, quality food and beverage and best of cinema technology to the people of Warangal. Our concession food is made in-house by professionally trained staff using the

freshest of ingredients, thereby maintaining a high standard of quality. We aim to provide the right balance of quality, service & Value for money to all our customers. I hope that S2 Warangal will remain a preferred choice of destination for the people of Warangal". The theatre is set to become a landmark in Warangal, providing the best of sound and projection technology that will create the most in-depth experience for moviegoers. "The state-of-the art technology at S2 Cinemas will surely be the focus of attention. Equipped with the 4k Projection from Barco, combined with Harkness Clarus XC silver screens and 3D technology from Master Image, SPI cinemas has brought the best of cinema technology to Warangal. All the screens are fully certified by Dolby and features Dolby Atmos. The audience is sure to be blown away with the auditory experience", said Teddy Joshua, Head of Engineering and Facilities, SPI Cinemas. The interiors of S2 cinemas are nothing short of being a benchmark for simplicity integrated with modern design. The décor is chic with superior and comfortable seating in every screen.

The concessions counter at the multiplex will serve SPI Cinemas most popular movie snack - the popcorn. Specially imported from Nebraska, the popcorn is non-GMO and can be savoured with a sprinkling of 3 flavours and real butter. Apart from this, customers can gorge on nachos, donuts, gourmet sandwiches and much more. Patrons can also sip on chilled cold pressed juices as well as cold coffee to beat the summer heat! The USP of the cinema will also be the additional services like pillow and duvet, spectacle cleaning, portable chargers, Wi-Fi, Whatsapp for feedback, etc. Bhavesh Shah, Head of Experience & New Business Initiative at SPI Cinemas said "Each element of the theatre, right from the concession menu to the ambience and décor, has been designed keeping in mind the discerning taste of our customers. The menu has been designed by French Chef Mickael Besse of Michelin Star repute and features delicious food that will bring a restaurant feel to the movie theatere. Experience is a key word for us and we keep on adding new services to increase the comfort level of our customers".

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• TECHNOLOGY •

PVR Cinemas Unveils

Asia's First Virtual Reality Lounge PVR Patrons will now be experiencing a new dimension of entertainment while they wait for their film to begin. PVR Cinemas, in association with HP India, has launched Asia's first Virtual Reality (VR) Lounge at PVR ECX, Mall of India, Noida. The Cinemas has also partnered with Academy-Award winning composer AR Rahman's YM Movies to bring the world's first VR Multisensory episodic feature film Le Musk. Unleashing the magic of virtual reality, India's largest multiplex chain, PVR Cinemas, in association with HP India, has launched Asia's first Virtual Reality (VR) Lounge at PVR ECX, Mall of India, Noida. PVR Patrons will now be experiencing a new dimension of entertainment while they wait for their film to begin. With this initiative, PVR becomes India's first multiplex to bring in a never-before experience to its users with a rich variety of immersive and interactive content. The brand new concept at PVR ECX has four VR pods equipped with latest groundbreaking technology by HP that delivers an unparalleled immersive and interactive experience, blurring the lines between what's real and what's not. From crouching behind turrets to diving on the ground to avoid strafing bullets to seeing a grotesque image lurking nearby, those few intense minutes will surely keep movie lovers fastened to the HP VR Lounge. Besides the best in class technology, the HP VR Lounge, also provides a whole new library of fascinating and adventurous immersive and interactive content curated from various different genres like drama, fiction, sci-fi, horror, action etc. Speaking at the launch, Mr. Ajay Bijli, Chairman and Managing Director, PVR Ltd said, "At PVR, we remain committed to providing an

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Gautam Dutta, CEO, PVR Ltd, Sanjeev Kumar Bijli, JMD PVR Ltd, Sumeer Chandra, COO, HP India, Ketan Patel, Sr. Director, Personal Systems, HP Inc. India with Actor Ranbir Kapoor

exceptional customer experience to our patrons. Virtual reality is the dawn of the new era that opens up limitless possibilities of pure entertainment. It transcends all boundaries of what is real and what is not and the high end technology by HP provides a complete immersion into the digital world. Being the innovators in the realm of cinema, it is our continuous endeavor to be in sync with world's latest technologies and VR is the next big thing that we have

brought for the Indian audience. We are delighted to partner with HP given their unmatched expertise in the technology domain. We believe that the VR readiness of all their upcoming products is exceptional. VR is the reigning trend in the entertainment industry and we are sure our patrons will have a great time exploring it." Ketan Patel, Sr. Director, Personal Systems, HP Inc. India said, "HP's innovation in the area of VR is yet


• TECHNOLOGY • another first from us where we continuously strive to provide the latest technology and world class experience to our customers. Our partnership with PVR will bring the best of technology for PVR patrons to touch and feel virtual reality. Our OMEN range is truly VR ready and itwill allow customers at the HP VR Lounge to experience new content through this new medium. Our technology and devices are sure to transport them into a different world. There was no better partner than PVR to explore this one-of-itskind offering"

PVR collaborates with YM Movies to bring the world's first VR Multisensory episodic feature film 'Le Musk' PVR Cinemas, has partnered with Academy-Award winning composer A.R. Rahman's YM Movies to bring the world's first Virtual Reality (VR) Multisensory episodic feature film 'Le Musk'. Rahman has added yet another feather to his cap by making his directorial debut with 'Le Musk'. The composer launched an exclusive India prelude of his VR movie at Asia's only VR Lounge, PVR ECX, Mall of India in Noida. The India prelude of 'Le Musk' comes after being showcased at the 'NAB', Las Vegas, as part of the Intel-Keynote on the 24th of April. The experience of scent, motion, spacial sound and visuals amalgamated together to give the viewer a stereosmokic effect on the Voyager chair, specially designed by Postiron. As the title suggests, the film is based on smell and the protagonist is lost in the aroma that has engulfed her. Shot in picturesque Rome, the film follows the journey of an orphaned heiress and part-time musician, Juliet, who grows up to be a diva on a mission. Her life takes a dramatic turn when she receives an anonymous message,

which brings back her mysterious past. Written, directed and scored by A.R. Rahman, the film stars Nora Arnezeder, Guy Burnet, Munirih Jahanpour and Mariam Zohrabyan in lead roles. Addressing the media, Gautam Dutta, CEO, PVR Ltd, said, "'It is a moment of great pride for us to be partnering with YM Movies for Mr Rahman's debut directorial venture. Since the film will be the world's first VR immersive highlighting experience, we are immensely privileged to bring the limitless possibilities of pure entertainment. With the release of such VR cinematic movies in India, PVR keeps its promise of providing a

complete immersion into the digital world with high-end technology and satiating the appetite of movie aficionados. With our unmatched VR technology, patrons will be able to experience Le musk and hopefully appreciate the effort by all the stakeholders involved”. Also speaking at the event, composer and now director, A.R. Rahman said: “We are delighted to be partnering with PVR Cinemas for the India prelude of Le Musk. There was no better comrade than PVR to bring this unique movie immersion to India. This movie is a multisensory and stereosmokic experience, which I hope will enthrall the audience."

June-August 2017

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TheatreMagic ::: June-August 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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