Launch Coimbatore's first multiplex is here. SUBHA J RAO gives you the lowdown on The Cinema@Brookefields

G oing to the movies will never be the same again for Coimbatoreans. Chennai's SPI Cinemas (which owns the luxurious Sathyam Cinemas and Escape) launches its multiplex, The Cinema@Brookefields today.

A spacious lobby inlaid with Italian marble and done up in an elliptical theme welcomes viewers to the 43,000 plus sq ft multiplex.

Six screens, with a combined capacity to seat 1,500, will screen the latest films. As for the technology, it's state-of-the-art.

There's more — automated ticket kiosks, interactive LCDs, a video wall to screen trailers, a 60-ft projection wall, intelligent dustbins that can sense movement and squeaky clean, sweet-smelling restrooms done up in beige and brown marble.

Comfortable and colourful chairs dot the spacious lounge. There is also a gaming zone, Wi-Fi, a spa corner offering Shiatsu massage, freshly baked goodies, and the buttery, golden popcorn the chain is renowned for.

About time

It has been a long wait for the city to play host to a true-blue multiplex experience. And, Swaroop Reddy, director, SPI Cinemas, hopes they will live up to everyone's expectations.

“This is our first site out of Chennai and we're happy to introduce a new experience to Coimbatoreans. This had to happen someday; I'm happy we are bringing about that change,” he says.

Huge market

So, how did they zero in on Coimbatore? “We know this as a city where people are willing to pay for an experience. And, market-wise, it is huge,” says Swaroop.

He says he is very happy with the end product that took about five months to be completed.

The group has an in-house bakery , which is famous for its vanilla-flavoured cream doughnuts, layered puffs, and other treats. SPI has more plans for Coimbatore.

“We want to scale up the market here,” says Swaroop and reveals how. The group is looking at a simultaneous release of films in Chennai and Coimbatore. It is also looking at the possibility of having English sub-titles for Hindi films.

“We want people to watch niche films too,” he says. (Niche films are those that are screened for a show or two).

Also on the cards is Blind Date, where people walk into a theatre on a Thursday evening for a surprise premiere.