Southern States - Karnataka-Bangalore   

The movie scene is in for some action

By K. Satyamurty

Bangalore June 27. If you want to see a hit movie such as Chalte Chalte at a Monday morning show, you may have to pay only one-third the cost of a ticket for a Sunday matinee or Saturday evening show of the film. This will be just one of the benefits movie buffs in Bangalore will get soon, if the plan of Shravan Shroff of Shringar Cinemas Private Ltd. takes shape. Mr. Shroff knows what he wants because it has already materialised in Delhi, Mumbai, and Chennai: a consortium of film exhibitors.

Groups of 10 to 15 cinemas in Chennai and Delhi have already signed on to become part of the consortium, and there are those of Shringar, including a five-screen multiplex, in Mumbai.

``With Bangalore soon to have its own multiplexes, we are keen for the idea to take shape here,'' Mr. Shroff said. This City is ready for entertainment of world standards with a young demographic profile, expatriates, and a cosmopolitan Indian crowd, all with enough money to spend; it is also buzzing with activity,'' he feels. The multiplexes will offer a choice of four or five movies, all in one location, with facilities such as seating and projection quality of uniform standards. The price of tickets will be as upmarket as the theatre standards.

Where the consortia will have a clear advantage is in the negotiations with film distributors. "We want terms which benefit both sides; the distributor is also in for gains because he is dealing with a whole group of exhibitors,'' Mr. Shroff says. There will be clearly demarcated territories to ensure fair play — Satyam Group will cover Andhra Pradesh, Tamil Nadu, and Kerala, and the western region, including Karnataka, will be that of Shringar's.

Another advantage for the consortium is in the ordering of projectors and other theatre equipment, including seats, which has to be of uniform standards. As Mr. Shroff explains: "Buying equipment for a four or five screen multiplex involves investment close to Rs. 10 crore. A company selling projectors will be looking at an order for about 30 at a time, each costing Rs 13-14 lakh, a large volume.'' For the moviegoer, there will be a number of attractions. The refreshment stalls will be managed by trained personnel, supervised by a food and beverages manager, who will plan for uniform standards across cinemas. Booking tickets will not be confined to tele-booking which has to overcome the hurdle of too few telephone lines and service charges or the limited Internet booking facility. You can even send an SMS over a mobile phone to order a ticket. No guesswork when it comes to availability of tickets; there will be a round-the-clock call centre to provide information.

When all these happen, Bangalore may again become a moviegoer's dream.

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