t-magic

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

Harman India Launches its First Authorised Service Centre

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

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.

"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 walk-

in 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.

October-December 2012TM-04

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.

'Barfi' Debuts in279 UFO DigitalTheatres

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.

Galalite - Screen Partners for MumbaiFilm Festival 2012

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 ofsuccessful 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.

Kerala TheatreOwners CallStrike

"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.


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,"

Kamal Haasan's'Vishwaroop' inBarco's 3D Sound

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.

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.

IMAX to Tap intoIndian FilmIndustry Leavingthe Audience'Mesmerised'

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.

Jab Tak Hai Jaanand Son OfSardaar GetsGood Opening


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 ScreenShines Bright

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

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.

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.

• I N S T A L L S •

October-December 2012 TM-11

Technical Excellenceat Mumbai Film FestivalThe 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

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.



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.



Driving Forcesin 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 "DigitalCinema", 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.

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.

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.

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

Arijit DuttaPriya Cinemas, Kolkata

S A RajshekarLakshmi Theatre, Bangalore

Ashok GanapathyBig Cinemas

Tan NgarongaSPI Cinemas, Chennai

• S P E C I A L F E A T U R E •


Dealing with major blockbuster films released at the same timeThe 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."

Lean months affects the businessSince 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."



New movies showcased on television channels and satellitesThe 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 businessSporting 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."



People making out the difference when new and advanced equipment isinstalledFew 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.

Technological advancements in the cinema exhibition industryTechnology 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, thoughthey are very much in with the technological advancements that are coming in the market and do put inefforts 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.



Audience's reaction to ticket pricing, when increased after renovationWe 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."

Return on investment, while implementing new technologies in the theatresTheatre 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 digitalThe 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."



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."

Theatres maintained up to quality standards, with no snags for people tocomplainTheatres 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 staffTraining 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 taxationWhile 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.

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."


Major problems faced bycinemas for smoothbusiness by allexhibitors• 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

Future of cinema exhibition industryThe 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.


Fun on the Move!!!

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

With Ranchi and Coimbatore

done a great job in making a state-

of-the art property built over an area

of 27000 sq ft, with 3 screens

equipped with 5.1 Dolby Digital

Ranchi

sound output & luxurious seating.

We are confident that the audience

in Ranchi will enjoy this never-before

experience."



FACTFILE

Booth EquipmentProjectors BARCO DP2K-20C,

LUXON-2 G100Processors DOLBY CP75OZAmplifiers CROWN- DSI 2000,

DSI 4000,DSI 1000,DSI 8M

Crossovers QUBE XP-E

ConsultantsBuilding services (HVAC, Nagpal (HVAC,Plumbing, FFTG, Elect) Wais Ahmad (Electrical)

Lighting Sisir Sharma(cold cathode & neon)

Audi Equipment Brand / Model

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

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

Seating Kundan Chairs , PushBack with Cushion

Lighting (interior) LED

Lighting (stepp) Kundan Chairs Pvt. Ltd.

Carpets Manshi Krafts

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.



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

Coimbatore

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

Audi EquipmentSpeakers EAWScreen HarknessSeating Kundan ChairsLighting (interior) Ankur Lights , DelhiLighting (stepp) Design Studio, DelhiCarpets Ahuja Carpets, DelhiAcoustical Materials Anutone Acoustics

Booth EquipmentProjectors BarcoProcessors DolbyAmplifiers QSCCrossovers QSC

ConsultantsTechnical Design of Audi & Jal Mistry, MumbaiAcoustical Consulting

Building services (HVAC, Shreshta Consultants,Plumbing, FFTG, Elect) Jaipur & Project Team

Lighting Fun Cinemas(cold cathode & neon) Project Team

ArchitectsConcept & Shell Architets / Arris Architets,Interior Architects / Thane , MumbaiInterior Designer /



Complete EntertainmentDestination

SPI Cinemas -

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.

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,CoimbatoreThecinema, a multiplex where

contemporary fashion meets the new

age customer, in a setting that is a

style statement on its own spacious

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



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, décor 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.



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 air-

conditioned. 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.



S2 Perambur @ Spectrum Mall,ChennaiS2 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

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.


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.



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




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.


with 4 way QSC speakers. These high

quality equipment are tuned with

standards of SMPTE to give

maximum voice clarity and are





S2 Theyagaraja @Thiruvanmayur, ChennaiThe 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.


Lighting Designs and Mr. Jal P. Mistry,

the acoustical consultant were also

integral to the project.

The cinemas are equipped with state-

of-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




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.


with 4 way speakers. These high

quality equipment are tuned with

standards of SMPTE to give

maximum voice clarity and are



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.



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.



The cinema is not an artwhich films life: the cinema

is something between artand 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 larger-

than-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

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

Experiencing Cinemaat its Best!



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-of-

the-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



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

language. "Ergonomically designed

seating system, a very first 'island-

concessions 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."



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.



t-magic

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