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Harman India Launches its First Authorised Service Centre Harman India Professional launched its authorised Harman service centre (AHSC) for the western region in India, operating from Mumbai, on 11th October 2012 which was inaugurated by David McKinney, Senior Director - India Operations, Harman Professional. This will follow with expansion of Harman Professional's service network across regions like-North and East in the next few months With the first launch in Mumbai underscoring Harman's persistent commitment to grow in India, the key rationale is being closer to the customers and reduced turn around, with maximum support on the entire Harman professional range including JBL, BSS, Crown, dbx, JBL, Lexicon, Soundcraft and Studer. Harman India, since in its inception year of 2010 has been successfully operating a full fledged company owned service centre in Bangalore. This centre will continue its operations of providing service and customer support for the southern region. In addition it will also offer technical repair support for all the AHSC in terms of trouble shooting, component level repair, spare part supplies to ensure high customer satisfaction. TASS Services (India) Pvt. Ltd, has been appointed as the authorised Harman service center for western region. The center has a total built up area of 2000

further in the regions like North and East, with plans of appointing more such AHSCs to serve regional customers, in-time, on-time." said David McKinney, Senior Director India Operations, Harman Professional. sq. feet located in the heart of Mumbai in Andheri. Currently TASS has 22 service and support staff. Since its inception the company has been associated in servicing various brands in audio, video, cinema and broadcast equipments and is a reputed player in the industry, handling several leading brands. "With Mumbai, being the nerve centre for pro audio industry in India, this was a logical move in addition to the company owned and operated centre at Bangalore. The appointment of TASS as our first ASC is an example of Harman's strong commitment to provide the best-in-class service and customer support network to our customers delivering higher levels of service while adhering to Harman set service benchmarks. With Ganesh Kumar, Harman's Service Manager leading a talented team the service function the service levels of Harman Professional has seen a complete turnaround and this step is only the next level of benchmark in service. We look forward to growing our service network with our clients

"The AHSC is a significant step in the service capabilities for Harman Professional. In order to ensure better coordination and synergy with the service center in Mumbai and the customers, Wilfrid Fernandes, Senior Service Engineer, Harman Professional would operate out of Mumbai. The service centre is equipped with well trained technicians, testing equipments, sufficient spare, all in a better ambience. In addition to this, the service personnel of TASS will be constantly trained by technical staff and specialists of Harman, in order to familiarize with all the latest updates and technological advancements in the range." said Ganesh Kumar, Service Manager, Harman Professional India. The center will function as comprehensive service provider for better customer experience during after sales support of Harman Professional products for both walkin and on-site customers. This is expected to significantly reduce the turnaround time and be closer to the customer assisting their immediate service needs in the region. "The AHSC appointment for TASS Services for Harman Professional range in India, further consolidates our position as a leading AV services provider coupled with our expertise, location advantage and technical capabilities of the service personnel. We are proud to be associated with the leader in audio solutions and look forward to successful partnership, creating a delightful customer experience." said Sethumadhavan Sekharan Nair, Director TASS Services India Pvt Ltd.

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Kerala Theatre Owners Call Strike The majority of the showcenters of Kerala owing allegiance to Kerala Film Exhibitors Federation (KFEF) had shut down theatres from November 1, following a strike in demand of an increase in the service charges. The theatre owners who are currently collecting an amount of Rupees two as service charges is asking for a hike to seven rupees and hence the strike. But the majority of the 'B'Class centres and the multiplexes were not participated in the strike. Much of the industry insiders except the association leaders have a feel that this strike is wrongly timed and comes up at a time when Mollywood is slowly getting back to its winning ways with almost 15 films reaching the status of successful flicks. The release of films like M Mohanan's '916' and Shafi's '101 weddings' and a dozen of other films will get affected by the shutting down of release centers With a bunch of big Tamil and Hindi films releasing on Diwali, this strike is likely to end up as a costly affair for the theatre owners also as the season usually see house full shows all around the state. The theatre owners in the state affiliated to the Kerala Film Exhibitors Federation (KFEF) decided to resume screening Malayalam films at the 250-odd theatres in the state from November 18. The decision, which was taken at the executive committee meeting, held by the KFEF in the city, brought to an end the strike. However, federation president P V Basheer Ahamed said that if the distributors refrained from providing Malayalam films to theatres by November 24, all the theatres would down shutters indefinitely from the next day.

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Galalite - Screen Partners for Mumbai Film Festival 2012

Galalite were the screen partners for the 14th Mumbai Film Festival organised by MAMI which took place from the 18-25 October 2012 to celebrate the 100 years of Indian Cinema and which aims at showcasing the best of Indian Cinema. Organized by Mumbai Academy of Moving Image (MAMI), which is a non-profit trust started by a group of film industry stalwarts headed by late Mr.Hrishikesh Mukherjee, with the main intention to organize an annual International Film Festival of which the film industry and the country can be proud of and at par with any such event the world over. MAMI aims to foster a climate of good cinema. Appreciation of good cinema can only be done by stripping off all the limiting labels of art and commerce, by which one can relish the exposure to the best of films the world has to offer. The festival is the first step in that direction. "It was a great experience working with Reliance Entertainment, who managed the entire event, including installation and exhibiting the digital projection content for the festival and appreciated the quality of our screens. The event gave the opportunity for a number of fantastic films to be showcased and we are delighted to be associated with the festival." explained Shabbir Galabhaiwala, Director, Galalite Screens.

"The show could not have been a success without Galalite and without their products. The magic Galalite created in JBT with their screen was wonderful! In fact I am sure that NCPA will now buy my idea of converting it into a film premiere location and earn loads from it." says Muukta Khanna, Head - Commercial & Marketing, Reliance Entertainment.

'Barfi' Debuts in 279 UFO Digital Theatres Ranbir Kapoor - Priyanka Chopra starrer Hindi film 'Barfi' debuted in 279 UFO digital theatres while 'Jeena Hai Toh Thok Daal' debuted in 240 UFO digital theatres. Another hindi film 'Qayamat Hi Qayamat' debuted in 183 UFO digital theatres. At the same time, 'Raaz 3' continue to screen in 551 2D and 78 3D UFO digital theatres. 'Ek Tha Tiger' continue to screen in 64 UFO digital theatres. In the South, telugu films 'Life Is Beautiful' and 'Peoples War' debuted in 99 and 53 UFO digital theatres respectively, while 'Siridi Sai' continue to be screened in 135 UFO digital theatres and 'Sreemannarayana' continue to screen in 92 UFO digital theatres. Tamil film 'Sundarapandiyan' debuted in 66 UFO digital theatres and bhojpuri film 'Ganga Devi' debuted in 69 UFO digital theatres.


Jab Tak Hai Jaan and Son Of Sardaar Gets Good Opening Yash Raj Films' Jab Tak Hai Jaan and Ajay Devgn Films' Son of Sardaar released on the same day, saw a very good opening from moviegoers. The tussle between Yash Raj Films and Ajay Devgn Films' over screening of the films not with standing, it is learnt both the films opened well. JTHJ saw 70 per cent occupancy at multiplexes, while occupancy for Son of Sardaar stood at 60-65 per cent. However, Son of Sardaar is ruling at mass centres.

Kamal Haasan's 'Vishwaroop' in Barco's 3D Sound Barco has announced that India's leading film producer, Kamal Haasan, has selected Barco Auro 11.1 for his next action thriller 'Vishwaroop', slated for release in January 2013. Barco's 3D sound technology is quickly gaining traction in India, with installations scheduled at SPI Cinemas (Sathyam) in Chennai, the Prasad facilities in Hyderabad and Mayajaal in Chennai, one of India's largest 16-screen multiplexes. "When I first heard demonstrations of what Barco's 3D sound technology is capable of, I immediately saw the potential for my next movie,"

comments Kamal Haasan, producer of 'Vishwaroop'. "As Barco Auro 11.1 creates the most realistic sound effects, I believe it will definitely bring added value to 'Vishwaroop'. The movie is an action thriller, with a lot of fighter planes flying overhead and other sound driven visuals, so the system's immersive and realistic sound effects will surely add to the suspense." "We are really proud that Barco Auro 11.1 is being installed at Indian theatres and at leading exhibitors around the world. This is further evidence that it's the future of cinematic sound," says Brian Claypool, Senior Director Strategic Business Development at Barco. "Thanks to the efforts of Kamal Haasan, Indian moviegoers will be treated to an unforgettable movie experience." Barco's 3D sound format is designed with three layers of sound (surround, height and overhead) rather than the singular layer offered by traditional surround sound. Adding more than just speakers overhead, its three layers of sound come from all around and above the listener, transforming conventional cinema audio into a fully immersive 3D sound experience. As the system is fully compatible with existing formats, only a minimal hardware and installation investment is required to upgrade from traditional 5.1 to Barco Auro 11.1.

IMAX to Tap into Indian Film Industry Leaving the Audience 'Mesmerised'

If you have loved watching Batman and Spiderman on IMAX, get ready to see Bollywood's superstar Khans in action on the same gigantic screen by next year. IMAX, the technology that makes movie-watching a larger-than-life experience, is set to tap into the Bollywood and South Indian film market. The technology has been popular in the West but very few multiplexes offer the facility in India. 'The film viewing experience can be elevated only when the audience has sufficient theatres and great content. 'We plan to leave the Indian audience mesmerised and change their film viewing habits with IMAX,' says Greg Foster, chairman and president, Filmed Entertainment, IMAX Corporation. Foster discussed that the company plans to open 14 theatres in various cities and also provide content to Bollywood films. In India, the company has tied up with multiplex giants PVR and Satyam as of now. Yash Raj Films' (YRF) much awaited action thriller film "Dhoom 3" will be digitally re-mastered and released in IMAX theatres in India next year. The third installment of the Dhoom series starring Abhieshk Bachchan, Uday Chopra, Aamir Khan and Katrina Kaif will be the first Indian film to be released in IMAX format across the country and select global locations next year. "Dhoom 3" marks first Indian production to be released in IMAX theatres.

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• INSTALLS •

Galalite Prism 3D Screen Shines Bright decision to install Galalite Prism 3D screens." "We're delighted that the E-Square Group chose Galalite to provide the screens as part of its cinema upgrade. It says a lot about the features of our Prism 3D surface when we are able to satisfy the requirements of a technically sound and experienced person such as Mr.Panchamia," says Mr. Shabbir Galabhaiwala, Director Galalite Screens. Prism 3D, Galalite's cutting edge ultra-high brightness silver screens is optimized for digital 3D cinema as well as 2D Screening, which enhances the movie viewing experience and brings imagination to life. The well renowned E-Square Cinema in Pune recently installed the new Galalite Prism 3D Silver screen. E-Square commenced its operations in June 2003 and in just 4 years it has become India's well known cinema exhibitor by keeping its occupancy levels and revenues much ahead of the industry averages. The cinema has always kept in pace with the latest technology. "Indian cinema exhibitors have kept pace with technology and have evolved with time, however with the advent of 3D & digital projection everything has changed and the entire projection setup has changed, from projector to screen; so we had recently embarked on a programme to totally upgrade our presentation equipment and give our audience a state-of-the-art experience. We found Galalite's Prism 3D quality not only more than equivalent to any international brand, but also best suited for our requirement," says Hemant Panchamia, Managing Director, E-square Group. The new screen installed in the auditorium is the newly formulated

Galalite Prism 3D 2.4 gain silver screen which will be used with the latest twin Barco 4K (DP4K-23B) projectors. This combination will delight cinema audiences with a visual experience never before witnessed within this important cinema town. "We had already installed an imported silver screen a few years ago, but as usual, the silver screens from other manufacturers have quite a narrow viewing angle, thus we installed only one silver screen out of total five screens as we primary needed to project 2D content" says Mr. Panchamia. "However, with Galalite's new silver screen, the viewing angles are excellent, we also never faced any issues with 2D screening which we faced with the imported silver screen. The results which we have achieved with the screen are amazing and 3D presentation in particular with the new screen is stunning and realistic. We are completely satisfied with the performance we have achieved and have planned to upgrade all our 5 screens to Prism 3D in the near future. We are glad that we took the

Galalite has formulated a proprietary formula for its Prism 3D which eliminates hot spotting even in 2D content presentation. With a protective layer that improves life of the screen surface, which thus keeps light levels higher for longer, the screens are capable of presenting a superb 3D experience with absolutely no ghosting effect. Prism 3D has been tested to give excellent performance with passive 3D applications using polarized light such as Real D, Technicolor etc because of its strong S&N Ratio. Manufactured with the advanced seam welding process, the screens is really just one smooth surface with absolutely no visible joints even when viewed from an arm's length!, Galalite is the only Indian company to have mastered this technology which is at par and better than many imported brands. Galalite's new silver Prism 3D screens have garnered a wave of appreciation and acceptance from all in the film fraternity who have viewed it firsthand.

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• INSTA L LS •

Technical Excellence at Mumbai Film Festival The 14th edition of the premier event of Mumbai's culture calendar, the Mumbai Film Festival (MFF) presented by Reliance Entertainment and American Express and organised by the Mumbai Academy of Moving Image (MAMI), concluded with all praises which was held from the 18th to 25th October 2012 at National Centre for the Performing Arts (NCPA), Inox, Nariman Point, Liberty Cinemas, Marine Lines as the main festival venues and Cinemax, Andheri and Cinemax Sion as the satellite venues. Highly regarded world over by connoisseurs of cinema and considered among the most promising film festivals in Asia, the 14th MMF, screened a stellar lineup of approximately 230 works of cinematic genius from across the globe at the five venues spanning the length and breadth of the city, establishing its credentials as the country's quintessential cinematic platform. "An event which was a success and made the movie appear and sound like how it was supposed to be was only made possible by the technical and

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engineering staff of Reliance Media Works, Big Cinemas, Barco, Pulz, Galalite and Qube by Real Image” said, Muukta Khanna, Head - Commercial and Marketing from Reliance MediaWorks Limited. The team decided to have the MMF in NCPA where they could unite art and films, and NCPA was the exact location to get this together. Having decided the location, a complete study and survey was done of all theatres at the NCPA, taking into account the

ambience, acoustics, considering the theatres built are for live theatre shows. Reliance Mediaworks took up the challenge and analyzed the theatres in multiple angles keeping in mind the projection, the size of projectors, screens, speakers which would suit these theatres and deliver the exact impact of the movie to its audience. A complete viberative study was done for the same and delivered to its best at the Mumbai Film Festival.


• INSTALLS • The main aspects to this task were selection of projectors, screens, the types of projection, 2D or 3D, servers and the sound systems which were carefully crafted. Barco carried out the challenge for projection, sound used was Dolby, which was done by Pulz, screen sponsored by Galalite Screens and cinema servers used were Qube by Real Image. "The JBT (Jamshed Bhabha theatre) at the NCPA was a complete new set up which delivered the best cinematic experience and exceeded the customer expectations. Pulz did a fantastic job with the main, surround and back speakers, where these speakers are hanging from the ceiling considering that NCPA doesn't allow any drilling or nailing job in the property. JBT being a live theatre with an open ceiling was a difficult task but the Pulz team executed it very well said", Muukta Khanna. Muukta Khanna adds, "Galalite, the screen sponsors for NCPA and liberty were very helpful and were working with us on site, the tricky things were solved using their expertise and experience, as to which screen should

be used and how it had to be laid. The screen which was installed in JBT was 45ft by 20 ft, perhaps the largest screen, and Galalite has donated the screens to NCPA and Liberty." Muukta Khanna added, "Barco and Qube technical team were very helpful and cooperative, working 24/7 to avoid any problem that could arise. Barco sponsored two projectors, 32b projector at JBT and 20c projector at Liberty Cinema. Qube, our engineering partners sponsored the cinema servers at all locations and also E Cinema projectors in Godrej and Experimental theatres at NCPA. " "Reliance Media Works were also our technical partners and were handling the 35mm screens and Big Cinemas staff was present at the location managing the event to avoid chaos and disturbance with their theatre management skills. The festival was successful and went on smoothly because of the technical partners. Here it was that a good teamwork was witnessed," concluded Muukta Khanna.

At this year's festival a unique accolade, the Reliance Media Works CreaTech (Creativity & Technology) Award, was announced in its most recently introduced competition category the India Gold 2012 segment. Introduced as an initiative to recognize and encourage individuals/directors/production houses that have applied futuristic/innovative technology and creativity to convert their visualizations into reality with excellence within competitive budgetary frameworks, the recipient of this award received a special voucher which entitles him/her to experience and utilize the resources Reliance Media Works service solutions such as shooting studios, camera setup & lighting equipments, Digital Labs, mastering studios, promos editing labs, TV commercials, film restoration facilities, conversion, or VFX or any other services as offered by RMWL for a value up to Rs.100,000, within a period of 1 year, i.e. until October 2013.

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• S P E C I A L F E AT U R E •

Driving Forces in Cinema Exhibition Industry for India

In India's cinema market, several developments are taking place that affect the importance of cinema, be it technical, commercial as well as the marketing side of the industry. On the technical side, more and more cinemas are converting to "Digital Cinema", which has created a new platform for more cinema setups and the introduction of new technologies has made it convenient for single screen owners and multiplexers to look out for varied options that are put forth before them.

Arijit Dutta Priya Cinemas, Kolkata

The marketing side of the Indian cinema industry sees increased competition between cinema exhibitors, both of single screen cinemas and multiplex cinemas. In the increased competition, exhibitors are experiencing emphasis of quality over price as essential for long-term profitability. They are thus demanding more than "the obvious", in sound experience, screening, quality food and snacks, comfortable seating, hygiene to distinguish them from the next-door cinema.

S A Rajshekar Lakshmi Theatre, Bangalore

Ashok Ganapathy Big Cinemas

Consumers and patrons’ expectations have risen tremendously; they are ready to spend to get complete entertainment as long as you are providing quality stuff. The combination of "CD-quality" sound/ vision (Blu-Ray, DVD, flat-panel TV), together with the sensitive-priced surround home-theatre systems, make cinema compete with the "living-room experience". Cinema has to do utmost efforts to exceed customers’ expectations.

Tan Ngaronga SPI Cinemas, Chennai

TheatreWorld spoke to Arijit Dutta, Priya Cinemas, Kolkata; S. A. Rajshekar, Lakshmi Theatre, Bangalore; Ashok Ganapathy, Big Cinemas and Tan Ngaronga, SPI Cinemas, Chennai to find out more about the Cinema Exhibition Industry in India. While Arijit Dutta and S. A. Rajshekhar are single screen theatre owners, Ashok Ganapathy and Tan Ngaronga are COOs of multiplexes, but both sides have almost the same thoughts on the few questions posed to them.

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• S P E C I A L F E AT U R E •

Lean months affects the business Since the producers are keen to release the movies around holidays, festivals and national holidays, it really doesn't affect the business to a greater extent, since every now and then blockbuster movies are released, which do really well even in lean season. For the people now, movies are become a part of the weekend outing and producers knowing that, smartly handle the releases and space the movies in a manner while some are around the holidays and others during the lean periods. The main point here being, if a movie is good it will run anyway, a holiday, or festival isn't really important. Mr. Rajshekhar says, "Yeah it's a universal fact that every producer looks for big release dates where they can encash. There are few times when new movies with big star cast are not available in lean times, so we run movies which have previously been hits. However, since we are located in Bangalore and exhibit movies of five different languages, we rarely face shortfall."

Dealing with major blockbuster films released at the same time The single screen owners and multiplexers tackle the problem of major blockbuster films releasing at the same time in a very smart way considering the location of the theatre and the crowd that usually comes in to that particular theatre. Movies are also evaluated based on star cast, storyline, previous performance of the director, music, trailers and also the production house. Requests from the audience, while selecting a regional movie are also considered. Mr. Arijit Dutta says, "till today, I think it all depends on relationships between the exhibitors and distributors. Where multiplexes are concerned they have to screen all, they cut down on shows and tackle with it. For single screens it's about relationships and depending on that, the sorting is done."

Mr. Ashok Ganapathy says, "Our philosophy is simple. For our theatres, programming and pricing is the catchment lead. The movies are decided depending on what is appropriate for the catchment and the location of the theatre. If there are two big movies, then yes, the screen availability is checked, the numbers of shows are increased and we try to squeeze in more shows."

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• S P E C I A L F E AT U R E • New movies showcased on television channels and satellites The producers now want quick money; they release the movie and in two weeks look out for television rights and satellite broadcasters, knowing that the shelf life of movies in theatres has come down tremendously. The question is two weeks enough to make money while the movie is being screened in the theatre? Well, it all depends on the movie and if the number of screens is high and the movie has received a good opening, then surely yes, the money is recovered. Another thing is, movies now are released far wider. Before only 50 prints of a particular movie were made; now 200 prints are made and circulated. People have become more accessible to movies with so many theatres close to their vicinity, that many more people are watching the same movie in many more theatres in the span of two to three weeks time than ever before. "In the last one year there have been less than five movies per theatre that have crossed two weeks. Since the number of movies released per year is also on the rise and the average visit by a patron to the theatre is on the raise we have not been badly affected by the television rights and satellite broadcasters. Also, people visit our theatres for complete entertainment, an evening out, not just for the movie," says Mr. Rajshekhar. Piracy is another subject that should be taken into account. It does affect the cinema business. Mr. Arijit Dutta says, "piracy has to be eradicated, most of the times, the movie is being played in theatres and pirated CDs are sold for sixty rupees. It's bad, but this is the case. We need to eradicate piracy through some political manner and it should be a political need. Strict action should be taken for this, because the person is stealing someone else's money."

Effects of sporting events on cinema business Sporting events like IPL, World Cup, Olympics, being entertainers fight for the same set of eye balls. The events go on for long and many shows of the same movie are being played in the theatre in a day that gives access to watch the movie at the person's convenient time. Another thing is with so many sporting events happening all through the year, people have lost interest in following all the sporting events. Only the semi finals and final matches have an effect on the movie screens. Mr. Tan Ngaronga says, "There is definitely an impact from global sporting events on the cinema business. They are direct competition for not only the leisure spend, but also more importantly for the mind space of people. We have however seen that at key locations we have been able to buck the trend somewhat versus the overall industry by ensuring that we are consistently providing a quality entertainment experience. For longer events these visits to the cinema can be a breather from the often overwhelming effects of some of these sporting events."

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• S P E C I A L F E AT U R E • Technological advancements in the cinema exhibition industry Technology is an important factor in the cinema exhibition industry and people now are getting tech savvy and few can make out the difference. Theatres understand this and do accept and review the new technology that is coming in. "People go to theatres for the experience and the ambience. Technology will always be important and you have to figure out what is the right technology for the catchment that you are in because it is something more they want to experience which is not expected and obtained at home," says Mr. Ashok. Mr. Tan says, "One of the key values of SPI Cinemas is pioneering, and it is imperative that we remain on the cutting edge of, mainstream cinema advancements and technology. We will employ any relevant advancement in technology and ensure we future proof our cinemas and equipment for the rapid change in technology. Examples of this are 4K projection, digital IMAX, digital 3D" "We have always been in the forefront of using new technologies. Lakshmi Theater was the first standalone theatre in South India to install 3D digital projector from Christie USA in 2010. We also invest in good sound to complete the movie experience for our customer" says Mr. Rajshekhar. As we all know, there has been a little drop in the business for single screen owners, though they are very much in with the technological advancements that are coming in the market and do put in efforts to match up. "Whereas single screens are concerned there is increase in stress to the owner, while there has been a decrease in the revenues. With the new technology coming in with 2k and now 4k entering the market it is really a stress. For a few good ones where we upgrade, yes, we get business. The good single screens are doing their bit of business, which is expensive but then yes there are things happening to match up," says Mr. Arijit.

People making out the difference when new and advanced equipment is installed Few people make out the difference, especially when they notice and visit a screen and compare two theatres which are not as equipped as the other one. Many exhibitors highlight new technology through posters and trailers at the theatreer. Also for 3D movies, the customers see the difference with superior quality glasses. "With the new savvy consumer out there, they are able to determine whether the picture on the screen is up to the mark and the quality of the sound is where it should be. Some consumers may not, but at the end of the day having quality equipment should not be a question, it is a necessity. Some people may be able to get away with substandard presentation for a while, but over time this will catch up with them. Of course, having the best presentation won't mean much if the rest of the facilities you provide guests is substandard. You have to take a holistic approach to providing entertainment to guests," says Mr. Tan.

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• S P E C I A L F E AT U R E • Return on investment, while implementing new technologies in the theatres Theatre owners know that not just being tech savvy earns returns but it is the look, ambience, hygiene, and the overall presentation of the theatre that gets in return on investment. For theatre owners and multiplexers, sometimes it is not only a question of return on investment, but more so of delivering on the promise of bringing a world class entertainment experience. Sometimes investment in technology may not seem to make sense if the surroundings are inappropriate. It is the constant need of the owner to deliver the best experience to your audience and the guests deserve the best cinema experience you are able to provide. This is what they strive for and hope that their repeat business will make the investment worthwhile. Mr. Rajshekhar says, "Latest technologies come at high costs especially when it is new in the market. However, as our endeavour is to give our customers a great movie experience, so we invest in the technologies. In certain cases, it has helped us cut on electricity consumption and also in our green initiative." Mr. Ashok says, "Defining your catchment, the technology has to be appropriate for them. The overall presentation is another important thing, as the people will only visit again if they are satisfied with the experience which ultimately fetches returns on the investment that is done."

3D and 4K digital The whole world is going 3D and many movies are made in 3D. Below is what the cinema owners have to say about it. Mr. Ashok says, "Yes, the whole world is going 3D and it is here to stay. But 3D should also be appropriate for the movie and should be quality 3D. Another factor is, the glasses provided for 3D movies should be of high quality which doesn't create trouble and inconvenience to the audience while watching the movie. For 4k it depends on what is appropriate content and how many movies are being made in 4k." "We are 3D in all of our sites and almost all of our locations are already equipped with 4K digital projectors," says Mr. Tan.

Mr. Rajshekhar says, "We have been using 3D digital projectors since 2010 and have received good response. Once content is available for 4K digital, we will consider moving to this technology."

Mr. Arijit says, "3D is a very difficult process for single screens. Considering the show timings and the crowd, the giving out of 3D glasses and taking it back creates hassle in the smooth functioning of the theatre. Plus there is a major hike in the ticket prices for 3D content and refunding the money on the glasses, creates chaos. So according to me, 3D is for multiplexes."

Audience's reaction to ticket pricing, when increased after renovation We all know, people want complete and satisfactory environment where they want to relax and get entertained. They are ready to spend for quality. Mr. Arijit says, "It all depends on the comfort people are offered. Priya Cinemas is a brand in Kolkata and our rates are high, but it's the comfort and quality people experience. The pricing of the movie tickets are tackled as to what your audience can afford you have to charge and how well you have positioned ourselves and depending on the movie that is coming." "It's not about price any more, it's about perceived value. There is of course a segmented market where price is the only defining factor for some socio economic groups, but mainstream cinema goers want value for the experience they get. We have seen at sites where we have renovated that the levels of business increased dramatically due to the significant improvement in the entertainment experience," says Mr. Tan. Mr. Rajshekhar says, "Our patrons welcome the move. They love the new feel the theatre gets. Some of our patrons have been coming to our theatres since their childhood as our first screen opened way back in 1972. The price for tickets marginally move up, however since the experience also improves; they are willing to pay the small increment."

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• S P E C I A L F E AT U R E • Theatres maintained up to quality standards, with no snags for people to complain Theatres owners understand that customer satisfaction is the most important factor in the business. There is no compromise on luxurious seating, hygienic surroundings that give a chance to the public to complain. Theatre owners believe that it is the customer's right to have good seating and hygienic surroundings, if they are willing to pay the price for quality provided. Mr. Tan says, "It's idealistic to believe that you are never going to have a customer complaint, however we would assure our guests that they are going to get the best quality entertainment experience possible at each of the sites that we operate within the constraints that each face."

Recruiting and retaining skilled personnel staff Training and retaining good quality staff is the biggest challenge facing the retail and hospitality business in India. However exhibitors constantly work towards developing and supporting the best quality staff that they can. It is become a need for theatre owners to focus on fairness and respect and provide an environment that the staff feels comfortable in. It is the only way they hope to deliver consistently good experiences. Mr. Ashok says, "It not tough to recruit but the challenge is to train and retain. The front end people are the important ones in this business, it's important to train and retention is a problem because they become smarter. We do have few things, in addition to salary, like fun at work, which is important for the younger people and we also provide career guidance. "Attrition at lower grades is higher than we would like it to be primarily because the industry is growing. However, at our senior category, attrition is low and under control. We constantly keep motivating our staff and help them find value in their job," says Mr. Rajshekhar.

Government sympathy to taxation While a very high rate of entertainment tax is paid, theatre owners and multiplexers face a problem with it and look out to the government for some help. They do believe that in certain states the tax is too high and for the growth of the cinema exhibition industry the taxes charged should be appropriate.

Major problems faced by cinemas for smooth business by all exhibitors •

Electricity is one major problem faced, since the rate of diesel keeps going up and in some states electricity outage, especially during summers.

Taxation

Availability of loans from public sector banks to cinema exhibition industry.

Retention of quality staff

Growing cost structure

Mr. Rajshekhar says, "Taxation is our biggest burden from the government. We in Karnataka currently pay 30% as entertainment tax and show taxes. While in other states taxes are much lesser."

Future of cinema exhibition industry The cinema industry does have a future. The future is here, it is not content specific because anything could drive the business; Hollywood, Bollywood or Tollywood. The industry is very big, which creates a big opportunity and which in return makes the economy better. There is a large potential for growth in this industry.

Mr. Tan says, "In my opinion the future of the cinema industry in India is good, particularly in south India. There is a growing demand for a different genre of films and different languages perform well in the south hence a strong stream of anticipated content." Mr. Rajshekhar concludes, "Cinema theatres are moving from being places that just screen movies to being entertainment destinations. Increasingly customers are looking to watch a movie, shop a little, eat or maybe enjoy a game of bowling. The screens are getting smaller and off beat movies are getting their share on the screen."

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• INSTA L LS •

Fun on the Move!!! With Ranchi and Coimbatore Ranchi Fun Cinemas, a pioneer in the cinema exhibition and entertainment space in India, launched its first ever multiplex in the state of Jharkhand. The brand enters the state due to the efforts of LMB Cinemas and Spring City Mall. In an exclusive and unique business arrangement, Fun Cinemas will provide operational know how, programming support and industry learning to the owners and operators of the multiplex - LMB Cinemas. Mr. Sanjiv Gupta, Partner - LMB Cinemas adds "We are proud to bring the city's finest multiplex to the people and thank Fun Cinemas for all the support so far. We have put in a lot of effort in the areas of architecture, interior designs, f&b, technology and staffing. We are here to give a truly 5-star movie experience to the people of Ranchi." Mr. Anand Vishal, Senior Vice President, Operations and Sales, Fun Cinemas says "LMB Cinemas have

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done a great job in making a stateof-the art property built over an area of 27000 sq ft, with 3 screens equipped with 5.1 Dolby Digital

sound output & luxurious seating. We are confident that the audience in Ranchi will enjoy this never-before experience."


• INSTALLS •

Located in the city's first mall, Spring City, Hinoo, Fun Cinemas was inaugurated by Hon. Deputy Chief Minister, Mr. Hemant Soren with two of the most awaited films of the year, 'Barfi' starring Ranbir Kapoor & Priyanka Chopra and 'Heroine' starring Kareena Kapoor. The multiplex has a total seating capacity of 757 seats.

FACTFILE Audi Equipment

Brand / Model

Speakers

JBL-4732-M/HF, 4739, 4642A, 8320

Screen

PERTUX 140(2 NO.), PERTUX 180(1 NO.)

Seating

Kundan Chairs , Push Back with Cushion

Lighting (interior)

LED

Lighting (stepp)

Kundan Chairs Pvt. Ltd.

Carpets

Manshi Krafts

Booth Equipment Projectors Processors Amplifiers

Crossovers

BARCO DP2K-20C, LUXON-2 G100 DOLBY CP75OZ CROWN- DSI 2000, DSI 4000,DSI 1000, DSI 8M QUBE XP-E

Consultants Building services (HVAC, Nagpal (HVAC, Plumbing, FFTG, Elect) Wais Ahmad (Electrical) Lighting (cold cathode & neon)

Sisir Sharma

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• INSTA L LS •

Coimbatore E-City Ventures promoted Fun Cinemas, a pioneer in the cinema exhibition and entertainment space in India, launched its first ever multiplex in the state, at Avinashi Road, Coimbatore. Mr. Anand Vishal, Senior Vice President, Business and Operations, Fun Cinemas says "Built over an area of 30,400 sq ft. with 5 screens showing different films simultaneously, Fun Cinemas is here to provide a relaxed and easy going movie experience." Located at level 4 in the newly opened Fun Republic Mall, the multiplex was inaugurated with the latest Tamil film 'Mayilu'. Fun Cinemas has a total seating capacity of 1119 seats divided into 5 screens. All 5 screens are equipped with state-of-the-art digital projection in addition to the technology to play

3D films as and when they are released. Adds Mr. Vishal, "We have the latest technology of 2K projection, 7.1 Dolby surround Sound and 3D

facility. More importantly, we have a special focus on staff training programs. The result is that consumers will get a hi-definition movie experience with hospitality in a comfortable & friendly atmosphere. We believe the cool and relaxed character of our brand will be appreciated by consumers here." With an exceptional food and beverage offering, facilities like service-on-seats and internet booking, film-goers in Coimbatore will now get to see their favorite movies at this quality multiplex.

FACTFILE

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Architects Concept & Shell Architets / Arris Architets, Interior Architects / Thane , Mumbai Interior Designer /

Booth Equipment Projectors Processors Amplifiers Crossovers

Barco Dolby QSC QSC

Consultants Technical Design of Audi & Jal Mistry, Mumbai Acoustical Consulting

Audi Equipment Speakers Screen Seating Lighting (interior) Lighting (stepp) Carpets Acoustical Materials

EAW Harkness Kundan Chairs Ankur Lights , Delhi Design Studio, Delhi Ahuja Carpets, Delhi Anutone Acoustics

Building services (HVAC, Plumbing, FFTG, Elect)

Shreshta Consultants, Jaipur & Project Team

Lighting (cold cathode & neon)

Fun Cinemas Project Team

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• INSTALLS •

SPI Cinemas -

Complete Entertainment Destination Sathyam Cinemas has been a household name in Chennai since 1974 and is the city's hottest entertainment destination. Over the last decade, it has become more of a lifestyle landmark for the city. It is first multiplex in India to have state-of-the-art digital screens, concept restaurants and India's largest gaming zone - Blur With the cinema exhibition industry bustling and the people around are entertainment thriving, Sathyam Cinemas keeping in mind the peoples need for entertainment has come up with three fantabulous and luxurious cinemas in Chennai with an amazing design and setting. The three Cinemas are; Thecinema@Brookefields, S2 Perambur and the latest S2 Theyagaraja. Thecinema is the addition to the SPI Cinemas' roster which boasts of brands such as Sathyam Cinemas and Escape in Chennai. The group focuses on providing a paramount movie experience by exhibiting movies in

settings like never before. SPI Cinemas is in the forefront of media technology and is the first exhibitor in India to introduce 4K digital projectors under the brand RDX-4K. Escape, Chennai's first luxury multiplex is a visual treat apart from being a top notch entertainment destination. In addition to top of the line technology, Escape also has amenities such as free gaming, designer food, reading lounge and spa to name a few.

yet minimalistic, simple yet modern, lavish yet tasteful. Thecinema is equipped with facilities and services perfect for the new generation of tech savvy consumers, complete with ticket kiosks, a gaming zone, Wi-Fi and state-of-the-art media technology. Design: - The space is designed by Rajit Mehtras of Mehtras Designs. Done up in a style that can be called

SPI Cinemas, the team behind Sathyam and Escape, recently launched its new brand, S2 Cinemas with a 5 screen multiplex at Spectrum Mall, Perambur. The Thiruvanmayur location is the second in the city for S2 and mirror the design and services of S2 Perambur.

Thecinema @ Brookefields, Coimbatore Thecinema, a multiplex where contemporary fashion meets the new age customer, in a setting that is a style statement on its own spacious October-December 2012

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• INSTA L LS •

contemporary, Thecinema has facilities that are modern yet simple in functionality, which make life easy for their customers. Designers: - Rajit Mehtras of Mehtras Designs, the chief architect of Thecinema@Brookefields is one of the most well known names in the field and has worked with all major developers across the country. With his many years of experience, he has delivered a beautiful space with stunning interiors that reflect the vision and mission of Thecinema. Mr. Babushankar of Integrated Lighting Designs is the Lighting Designer. Mr. Babu Shankar is one of the most renowned lighting designers based out of Los Angeles, USA and has worked on prestigious projects around the world including most luxury hotels in the country and across are the globe like the Hyatt, Four Seasons, Marriott to name a few. Mr. Jal P. Mistry, the Acoustical Consultant has been in the field of Cinema Design and associated acoustical work of noise control and auditorium acoustical requirements since 1953 and has done a number of Auditorium Design & Acoustical Consultancy jobs since then for various clients in India and abroad. Lobby: - The lobby has everything a modern multiplex would expect. As you enter the cinema you are greeted with a suite of large format interactive LCDs which can provide guests with movie information,

facilities informationas well as the provision to buy or retrieve tickets unattended. The entrance has a number of designer furniture pieces that add class to the lobby as well as a uniquely designed elliptical counter for tickets and concierge service. The ellipse theme is carried through into the lobby with 2 spectacular elliptical voids in the solid Italian marble covered walls in the lobby. The lobby is divided into different zones and each zone has its own unique design. The ceiling features a unique wave design that is lit up in a stunning fashion. The lobby is complemented with walls lined with back-lit glass and stylishly modern pod style seating that can be easily arranged to suit the vibrant crowd expected to be the

staple visitor. The entire space is completely Wi-Fi enabled catering for complete connectivity. Technology: - The cinemas are equipped with state of the art entertainment technology; including digital projectors with 3D technology, 2.4 gain Silver Screens and digital audio delivering stunning cinematic experience. All their installations are commissioned by well calibrated testing equipment and factory trained in-house engineers. Screens: - Spanning a total area of a little more than 43,000 sq. ft., Thecinema@Brookefields houses 6 screens catering to a capacity of over 1500 seats. Each of the screens have been specially designed with stylishly comfortable seats, dĂŠcor and lighting. When people enter any screen, they will be greeted with walls adorned with colored linear fabric panels draped in a Roman blind pattern on the side walls and a matching patterned dewing on the back walls. These designs provide a feast of visual stimuli that will entertain cinema goers as they enter each screen. There is a different design for each one of the screens with a mix of different imported fabric designs for each of them, giving each its own thematic design and character.

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• INSTALLS •

The combination of designer vinyl seats, imported carpet in the aisles with LED path finder's (to make it easy for the customer to find the way to their seats) and the mélange of color make for sensational ambiance with the cinemas. Projection Wall and Video Wall: As you walk further down the lobby, you will come across a very unique, one of a kind wall space. This 60 foot space uses the combined output of 3 projectors to deliver an ambient atmosphere for our customers. The video wall is made up of 9 LCD monitors, placed in 3*3 formats, spanning an area of 3m (width) x 1.7 m (height). While the projection wall is used solely to up the ambiance, the video wall will play trailers of movies while also displaying information on promotions, etc. Picture: - RDX-4K and RDX 3D At Thecinema@Brookefields, RDX stands for the Real Digital experience. Watching movies in digital format means enhanced clarity, color, contrast and brightness by incorporating all DCI - screen management system standards. The movie looks and sounds exactly the way the film-maker intended it every time it is projected. Thecinema comes replete with Barco digital projectors with 4K resolution, the latest in digital technology. Hence the projection brings stunning images in enhanced 4K resolution (4,096 x 2,160), combined with ultimate

brightness and vibrant color-accuracy time after time. They are also known for their technical competency in preventing piracy. All the cinemas are equipped with 3D. 3D movies in RDX use the Master Image's Digital 3D technology. Digital 3D adds a new dimension in 3D movie viewing and providing an immersive experience that engages the audience in to the situation of the movie with realistic color and sharp images. The system interfaces with the Digital cinema servers and are capable of playing 3D content that comply with the Hollywood Studio approved DCI specifications. Sound: - The screens are equipped with 4 way JBL speakers and QSC amplifiers with world's leading QSC

DCP 300 processor to give high precision in all frequency ranges. These high quality equipments are tuned with standards of SMPTE to give maximum voice clarity and are guaranteed to give an audio experience that is unparalleled. Wash Rooms: - The wash rooms are lined with Italian marble on the floor and the walls and are completely airconditioned. Glass has also been used to a good extent as one of the key materials in the wash rooms to give it a stylish feel. The urinals in the men's room are imported and come with automatic sensors. Both the women and men wash rooms are extremely comfortable to suit the needs of customers and come complete with imported hand dryers as well.

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• INSTA L LS • S2 Perambur @ Spectrum Mall, Chennai S2 by SPI Cinemas serves as the new symbol of contemporary style and design and is the destination for an incredible yet affordable movie going experience, in a setting that is truly inspirational. The interiors are chic with all five screens equipped with state-of-the-art technology to provide you with an experience that cannot be replicated. Design: -The multiplex is done up in a contemporary fashion to give a stylish yet warm feel so customers can relax and enjoy the experience. The lobbies and washrooms shine in Travetino marble and the auditorium is aesthetically done up with walls paneled with sheer chocolate brown front-lit curtains and floors lined with Vitrified tiles. Designers: -The space was designed by Giovanni Castor of Castor Designs. Giovanni Castor of Castor Design and Associates in California brings more than 22 years of hospitality and interior design experience. Giovanni was Project Designer at the top hospitality firm, WATG - Winberley Allison Tong and GOO Newport Beach Office. He was also the lead designer for the Palm Casino - Las Vegas, L'Ermitage - Beverly Hills, Grand Hyatt - Mumbai and also

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collaborated with noted architect I M Pei on the Four Seasons in New York. Standing proof of his immense global exposure is Escape in Chennai, the first luxury multiplex in the country. Rajit Mehtras of Mehtras Designs has adapted the design for S2 Perambur. Rajit is one of the most well known architects in the industry and has worked with all major developers across the country. His portfolio includes Thecinema@Brookefields in Coimbatore. Mr. Babushankar of Integrated Lighting Designs is the Lighting Designer. Mr. Babu Shankar is one of

the most renowned lighting designers based out of Los Angeles, USA and has worked on prestigious projects around the world including most luxury hotels in the country and across are the globe like the Hyatt, Four Seasons and Marriott to name a few. Mr. Jal P. Mistry, the Acoustical Consultant has been in the field of Cinema Design and associated acoustical work of noise control and auditorium acoustical requirements since 1953 and has done a number of auditorium design & acoustical consultancy jobs for various clients in India and abroad.


• INSTALLS • Screens: - S2 houses five screens, catering to a capacity of 1395 seats. Screen 1 - 267, Screen 2 - 311 Screen 3 - 222, Screen 4 - 296 Screen 5 - 299 Technology: -The cinemas are equipped with state-of-the-art entertainment technology, including digital projectors with 3D technology, 2.4 gain Silver Screens and digital audio, delivering stunning cinematic experience. The cinemas are also equipped for uninterrupted movie viewing in all 5 screens with high capacity UPS providing accurate sinusoidal voltage for projection equipments at all the times. All installations are commissioned by well calibrated testing equipment and factory trained in-house engineers. Picture: - RDX-2K and RDX 3D At S2, RDX-2K stands for the Real Digital Experience provided by 2K projectors. Watching movies in digital format means enhanced clarity, color, contrast and brightness by incorporating all DCI - screen management system standards. The movie looks and sounds exactly the way the film-maker intended it every time it is projected. The cinema comes replete with Barco digital projectors with 2K resolution. All the cinemas are equipped with 3D. 3D movies in RDX use the Master Image's Digital 3D technology. Digital 3D adds a new dimension in 3D movie viewing by providing an immersive experience that engages the audience into the situation of the movie with realistic color and sharp images. The system interfaces with the digital cinema Servers and are capable of playing 3D content that comply with the Hollywood Studio approved DCI specifications. Sound: - The screens are equipped with 4 way QSC speakers. These high quality equipment are tuned with standards of SMPTE to give maximum voice clarity and are guaranteed to give an audio experience that is unparalleled. October-December 2012

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• INSTA L LS • S2 Theyagaraja @ Thiruvanmayur, Chennai The old Theyagaraja theatre on LB Road has undergone a complete makeover after recently joining the SPI Cinemas roster. The previously one screen building is launched in its new avatar as S2 Cinemas recently. The stand alone complex houses two screens with a total capacity of 810 seats. Design: - The multiplex is done up in a contemporary fashion to give a stylish yet warm feel so customers could relax and enjoy the experience. The lobbies and washrooms shine in Travetino marble and the auditorium is aesthetically done up with walls paneled with sheer chocolate brown front-lit curtains and floors lined with Vitrified tiles. The interiors are adaptations of the original S2 design by Giovanni Castor. The beautiful facade has been designed by Mr. Niels of Mr. Niels Schoenfelder/Mancini Enterprises Pvt Ltd. Mr. Babushankar of Integrated Lighting Designs and Mr. Jal P. Mistry, the acoustical consultant were also integral to the project. The cinemas are equipped with stateof-the-art entertainment technology, including 4K digital projectors with

3D technology, 2.4 gain silver screens and digital audio, delivering stunning cinematic experience. Picture: - RDX-4K and RDX-3D At S2, RDX-4K stands for the Real Digital experience provided by 4K projectors. Watching movies in digital format means enhanced clarity, color, contrast and brightness by incorporating all DCI - screen management system standards. The movie looks and sounds exactly the way the film-maker intended it every time it is projected. The cinema comes replete with Barco digital projectors with 4K resolution. Both screens are equipped with 3D. 3D

movies in RDX use the Master Image's Digital 3D technology. Digital 3D adds a new dimension in 3D movie viewing by providing an immersive experience that engages the audience into the situation of the movie with realistic color and sharp images. The system interfaces with the digital cinema servers and are capable of playing 3D content that comply with the Hollywood Studio approved DCI specifications. Sound: - The screens are equipped with 4 way speakers. These high quality equipment are tuned with standards of SMPTE to give maximum voice clarity and are guaranteed to give an audio experience that is unparalleled. Services: - All the three cinemas provide the same range of services to ensure that customers can relax or be entertained. Fuel- Fuel the first-ever prepaid movie card introduced by Sathyam Cinemas, now extends its convenience and privileges to Thecinema@Brookefields, S2 Perambur and S2 Theyagaraja. Tickets - There are four options available to the customer to book tickets. Tickets can be purchased using cash, credit card, debit card and Fuel card.

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• INSTALLS • Box Office - Tickets can be purchased in person at the ticket counters, 7 days a week, 10.00 a.m. to 10.30 p.m. Ticket Kiosk- The ticket kiosks are perfect for the DIY customer. You just punch in the details of the movie you wish to watch into the LCD monitor and voila! You're done! Food and Beverage - The Food and Beverage counters offers a variety of freshly prepared snacks, ranging from popcorn, puffs, desserts, beverages, ice cream and a whole lot more. Customers can pay by cash/ credit card/ debit card/ Fuel card. Food ordered online or at the call centre along with the tickets will be served in screen during the interval. The food and beverage offering is not restricted to only traditional cinema fare such as popcorn, coke, puffs, cold coffees, pastries, etc. They also offer homemade ice cream, designer sandwiches and chaat. Gaming Area - Customers can get their adrenaline rush at the gaming

room at thecinema. Guests can enjoy some of the latest console games free of charge. (TheCinema) Spa - A spa area with automated INADA massage chairs where the customer can enjoy the chair's gentle, undulating figure-eight

motion that mimics a shiatsu massage session. (TheCinema) Wi-Fi - The space is wi-fi enabled so customers can always stay connected. Guests may use complimentary Wi-Fi by requesting the staff for the Wi-Fi credentials.

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• INSTA L LS •

Experiencing Cinema at its Best! The cinema is not an art which films life: the cinema is something between art and life. And theatre design is precisely the link between art and life! It is that link that exaggerates the experience of cinema and makes it look largerthan-life. For a firm, Arris Architects that is synonymous to Cinema Design & Theatre Consultancy, this comes naturally. Since its set up in 2004-05, till date Arris Architects has about 160 plus cinema screens to its credit. The sheer number speaks of very many opportunities to present design with a different perspective! Its unique approach depicts a tidal graph of trends & development leads across design element verticals like, materials, sound technology, composition augmentation and people appeal. The firm started out in 2005, with first ever cinema design, with Fun Cinemas in Ahmadabad followed by Valentine Cinemas in Surat. It was

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indeed a modest approach, one that is all inclusive of interior forms and finishes. Though a first in all its selective attributes, it was this and similar other projects that were paving a sound basis (set the spin for/ were the essence for) future endeavors. Among the first few, was the Fun Cinemas, Natraj Delhi, a 650 seating cinema theatre with an area

of 15000sq.ft multiplex. It used silver laminates and silver metallic sheets, giving it a very chic and contemporary look. Materials like travertine, corian and stainless steel accentuated the class and craft of workmanship at Natraj Cinema. The entertainment & leisure industry had gone through a renaissance, which was evident in the amount of


• INSTALLS •

investment poured in. The patrons and their experience were of utmost importance. The trend is also reflected across Fun Cinema Chembur, Kota, Jaipur, Lucknow. They all are 1000 plus seats capacity, with minimum of 4 multiscreens in each. The concepts explored, implied and executed are geometrical and planar, in proportions and parity. The materials used are flushed veneers and plush marbles or granites, in accordance to create a visually exhilarating savoir-faire. Inox projects stand a true testimony to it. Every design trend rides a wave of crests and troughs. But to keep riding high, one has to be at par with progress and technology. With Inox, Arris has deliberated many experiments, keeping in mind current trends and every project has a different story to tell, with or without

its elements. First project for Inox was in 2010, Korum Thane. Korum Mall was awarded the Asia Pacific International Property Award 2009 for Best Retail Development and also merit award in Shopping Malls & Arcades category in the VMRD Awards 2011. Inox is a four-screened multiplex offering a never before digital cinema experience for resident of Thane & central suburbs. With a total of 1089 seats, including 84 recliners, an essence of contemporary style & stature is evident. 'Plush seats, ample leg space, lush carpeting in auditoriums, a spacious lobby backed by world class hospitality makes it a never before experience.' Urban metro city projects, like Inox Madurai, Bhopal, Siliguri, Vijaywada etc. are replete with experiments and novelties, in terms of concession lobbies or screen interiors.

Innovations in design where incorporating the developments in sound technology, acoustics, speakers etc. Several other features enhancing people experience were included on high priority. Refurbishment projects are very well executed with sense and sensibilities. Fame has few of their projects which are re-modeling of more than decade old edifices. Most latest being Fame Malad, which is a faultless restitution. Arris employed state-ofthe-art methodologies to achieve best upshots. Progressive technologies of parametric architecture are further evolved to create certain specific points of cynosure. The chandeliers, the side panels of screen interiors, the floorings are all derivatives of immersive design studies and applications, with custom made material specifications. Almost a decade-old interior was given a super face-lift with elements that are at par with current trends. Giving utmost importance to the patrons and their experience of leisure & relaxation, the central lobby, a common spill-out space, was intentionally kept large, lavish and luminous! To tie the varied proportions of height & their utilities together, fabric drapes, cascading down the roof, were instrumental in giving a continuous binding illusion. The climax of the running drapes culminates into a flood of light that livens up the place by custom made, chandelier. It's a composition of ceiling suspended acrylic tubes with

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• INSTA L LS •

an inlay of miniature LED lights, randomly infused within the organic sequence to appease the soothing semblance. Light that softly reflects, from and onto, a myriad of translucent surface compositions accentuates the virgin admiration of the lobby. The Chandelier though calibrates the volume, it itself is 21.5ft wide and 6.5 ft in height, comprising of approximately 2000 acrylic tubes varying in rhythmic proportions. Each placed 5cms apart from each other gradually reducing in height at its centre. This creates a single focal point and makes one bold signature statement in a relatively huge lobby. Using Vectors and Parametrics the final upshot was achieved. The Chandelier in plan creates an artistic motif which is then carried forward onto adjacent walls as a reflective element constituting a design

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language. "Ergonomically designed seating system, a very first 'islandconcessions counter', specially designed lighting, world-class

projector and 3 way surround system, a premium luxury theatre, Jubilee, all this make Fame Malad a sought after destination for movie-time."


• INSTALLS •

Stargaze Jodhpur, Starglitz Kurukshetra and few other projects of Glitz Cinemas, are from places that have a culturally rich dominance. To break away from their heritage and then form a new connection is not only hard but at times impossible. Hence to tread carefully on unbreakable ties a very place sensitive approach is adopted. Patterns intrinsic to historical motifs form an interesting composition reminiscent of the past and thus an immediate connects with the spectator. Arris handles past accredits with contemporary twists further enhancing its individual

reference to context. As in Jodhpur, the design evolves to communicate design & grandeur of Rajput Architecture. The color scheme starts from the characteristic light brown of sandstone and splurges into dark shades of brown in the concession area. The textured finished arcade façade forms an envelope around the low height entrance area and the staircase block further exaggerating the strong vernacular character of the region. Use of decorative suspended light fittings, reflective metal screens and backlit paisley patterns adds to the dazzle and glitz factor reminiscent to the royal families. It has 3 screens, 651 seats equipped with state of the art sound and projection facilities expanding to Glitz Cinemas, Glitz Lounge and Glitz 3D. An interesting mélange of the above design proposals over close to a decade of immersive intervention & interpretations, showcase that Design is by default, intelligence made visible! Intelligence in terms of everything from sound to sight and its inclusion with respect to context. With over 160 screens, Arris Architects stand tall to take on any challenge to further improve upon their excelling capabilities. Their directed efforts are internationally realized starting 2012. As we read, an international Project in European Continent, takes life under Arris team's contribution.

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T-MAGIC