P. Samuel Jonathan
Priya, Supriya theatres become part of India’s largest chain
TENALI: This mini tinsel town, known popularly with a sobriquet Andhra Paris for being the centre for art, drama and culture, has now reinvented the viewing of popular cinema. Two of its best twin theatres, Priya and Sripriya, have now become part of the country’s largest cinema chain, Big Cinema of the Reliance’s Anil Dhirubhai Ambani Group (ADAG).
The twin theatres have been re-branded as Priya Adlabs Screen-1 and Screen-2, with a seating capacity of 472 and 162 respectively. The twin theatres were the first among five theatre complexes to be acquired by the Reliance ADAG in the State. For the movie fans of the town, Adlabs has provided a refreshing experience. There is no jostling at the gate nor near the ticket counters as a nine-member security team oversees the queue system. The movie goer can actually pick his seat with the help of computer generated image of the seat numbers.
The security is tight with a fool-proof electronic scanning, door metal detector and hand held metal detector. No carry bags and inflammable articles are allowed inside the theatre premises.
The viewing experience has been reinvented with a xenon lamp projection system which offers better digital quality in comparison with the conventional carbon burning plates. The seats have been rolled over and the interiors have been given a fresh look to enhance the appeal. “We feel that the fresh new look will appeal to the wide range of movie goers. The emphasis is on giving them a larger than life experience when they visit the Big Cinema,” manager Durga Prasad told The Hindu. Big Cinema has plans to start Internet booking and mobile booking. Corporate companies and housing firms have already thrown up interesting discount offers. The theatre is manned by a team of 48 personnel, including personnel to handle house keeping, security, canteen and office. Though most of the movies were being sourced according to the tastes of local public, Big Cinema has plans to digitise the entire screening technology by using satellite projection systems.