More on multiplexes

Sharmila and Sameer Shah no longer take their five-year-old to a movie he doesn’t want to watch. These days, the couple doesn’t feel guilty about watching a film without him in tow. Their plan B comprises of taking their son along to the neighbourhood multiplex and leaving him in the foyer where he is happy bungee jumping or riding the giant wheel.

Welcome to a city where multiplexes are no longer about only watching movies. “We are constantly reinventing ourselves to provide entertainment options for the entire family,” says Devang Sampat, general manager, marketing, Cinemax. The Thane property of Cinemax has a gaming zone where kids can indulge in activities like bungee jumping or car racing while being supervised by a dozen or so attendants.

Meanwhile, Adlabs multiplexes are targeting not just parents with younger children but also older audiences. There are special shows specifically for these target groups, complete with facilities like nappy-changing corners and milk-warming stations. To ensure that the older patrons do not feel left out, there are special shows where escorts help the elderly to the restrooms or to the refreshment counters.

Besides, the lights do not go out completely at these screenings to ensure that the audience can move around safely.

“The idea is not just to enhance the movie-going experience but to also make it more of an outing for everyone in the family,” says Rishi Negi, who heads the food and beverage department at Fame Cinemas. The Fame chain of multiplexes offers themed birthday parties on their premises, complete with games, gifts, food and beverages.

For older customers there is a butler service which ensures additional comforts like being provided with blankets and pillows on recliner seats. And that is not all. Inox multiplex has ‘wine and cheese screenings’ while plans are afoot to give patrons a chance to enjoy movies over beer and popcorn. “We are constantly upping the bar by providing better services each time,” says Shrikant Hazare, vice president, marketing, Inox multiplexes.

Industry players point out that the additional facilities at multiplexes makes good business sense since they create a buzz without any additional cost to the managements. “We are trying to build brand loyalty through these services,” says Sampat while claiming that these initiatives are bringing in more and more customers every day.