Rising motes of dust send an unsuspecting youngster into a tizzy of sneezing. Despite the flurry of interior work on four floors, the Coromandel Plaza — a mega shopping mall in Navalur — has a steady flow of visitors. The reason for this premature interest lies on the fifth floor, where the 42,000 sq.ft. AGS Cinemas OMR — a multiplex with four cinemas — has begun to screen films.
Young software engineers from a company, located in the vicinity, walk into the lounge. As they chat with Archana Kalpathi, chief executive officer of AGS Cinemas, smiles spread over their faces. Tickets for a mock show will be delivered at their office. The 27-year-old CEO knows her company needs the support of such yuppie IT professionals.
The move to Navalur is justified by other factors, the more important ones being the thousands of students in the slew of engineering colleges on the IT corridor and a proliferation of townships. A visit to the balcony on the Plaza will convince you of this. Near the multiplex, stands the tall Olympia Opaline. Located probably a couple of kilometres away, Hiranandani's Upscale towers over everything around it.
AGS Cinemas plans to woo these segments aggressively with programmes — such as having film stars regularly for public interactions and star-based contests — and with ticket cards and special vouchers.
The expansive lounge — with a huge cone-shaped counter for snacks and beverages stationed smack in the middle — underlines an attempt to look appealing to the young. For more walking space, lengthy cushion seats have been tucked into the perimeters of the halls. “This design is dictated by the fact that young adults enjoy standing around counters and carrying on conversations,” says Archana, who believes the youthfulness of her team helped shape the multiplex.
Older adults have not been ignored. A play area for kids — in the making — is evidence of this. There are, however, no dine-and-view blocks for families. “When you charge only Rs. 120 per person, creating such features is not feasible,” explains Archana. The four cinemas, which have a uniform design that is dominated by the AGS logo chiselled into the walls, can seat 1,537.
“As we are tapping a hugely untapped market, success is guaranteed,” says Archana. “ Given the dearth of multiplexes in North Chennai, we established one consisting of five screens in Villivakkam. Guided by the same logic, we are planning many more around Tamil Nadu,” says Archana.
