Watching movies has always been a comforting experience for me. I have always felt that here has never been “ and will never be “ a better entertainer than films.
Transporting one from the real world into a realm of make-believe, none will disagree that those three hours of pure fantasy is what an ordinary man has come to find inspiration from combating the rigours of a mundane life.
While not denying that stress relief is a key function of films, cinema-enthusiasts will give a number of other reasons to justify their presence in the hall.
From simple projectors to the latest of screening techniques, film technology has made major advancements. But how far they have been successful in drawing crowds to the theatres remains a big question mark.
The evolution of movie theatres however brought a sea of change in how films could be exhibited and regale the audience as well. Serving to bring the ‘estranged’ movie-geeks back to cinema-halls, production houses did heave a sigh of relief at the prospect of packed houses once again greeting their films.
But it was multiplexes like INOX which changed the very concept of watching movies.
‘Inox Leisures’ for instance aimed to be the first choice in the business of cinema exhibition, and deliver value to customers by offering a premium, enriching entertainment experience, literally living its tagline, “Live The Movie”.
Bringing in a professional and service oriented approach to the cinema exhibition sector, it was a new experience for cine-buffs.
Some years back, leading newspapers carried features on the reinvention of multiplexes as family entertainment centres.
Families trooping in with their children into the screening halls with popcorn-buckets, soft drinks or trays laden with other eatables make up that quotient of the audience who don’t seem to mind making a picnic of their evening out at the theatre.
The huge edifices housing the screening halls, wherever I have seen multiplexes, have never ceased to amaze me. The imposing exteriors naturally complement the sleek interiors and it is as if we have entered another time zone.
The food counters and the staff manning them display a manner of professionalism that is difficult to be oblivious to.
Compared to the canteens in cinema theatres of yesteryears where the interval saw the doors being literally wrenched off their bolts as a hollering crowd made its way to the counter to be served, the organized service that greets one at the counters at the multiplexes is indeed a marvel to watch.
The balancing acts one had to accomplish to get the eatables to one’s seat then were nothing short of a performance usually credited to the best of acrobats.
Compare that with the stewards serving the order right at your seat!
I can still visualize those stampede-like scenes outside the box-office for procuring a ticket for the show in the olden times, especially when the movies were having a successful run.
Rather than returning home disheartened, one usually turned to those selling tickets at a premium to enjoy the movie. ‘Buying tickets in black’, it was known as then.
These days the online-booking system that most of the cinema-houses encourage has put an end to the outrageous practice. With umpteen avenues to purchase tickets from, there are hardly any riotous scenes outside ticket-windows now.
These are the most visible faces of the changes ushered in by the multiplex-culture.
But again, it is quite disappointing to see that these movie-houses inaugurated with great fanfare hardly see any betterment in amenities or services offered as the years pass.
It is generally observed that there is a gradual decline in the over-all efficiency, and the upkeep of the property too suffers in the bargain which often invites criticism from patrons. While for some it is the leaking false ceilings that are appalling, others complain about an air-conditioning system that usually functions erratically.
While the musky interiors speak of a standard of housekeeping at the multiplex which is pathetic, the sound system is another area of concern for many.
The point is these multiplexes have run down over the years!
What the managements of these multiplexes need to realise is that besides strategizing plans for attracting more viewers to the theatre, they need to regularly upgrade the facilities offered to people patronizing their cinema houses.
The high prices of the tickets notwithstanding, movie enthusiasts would not have much to crib about were the management to be a bit more attentive about reinvigorating the monotonous settings. All the screening halls require periodic refurbishing.
Considering that cinema houses will always be preferred for watching latest releases, it is pertinent to have the managements striving hard to correct the incongruities pointed out.
It is not enough to have filmstars coming on screen and beseeching the public to watch films only in theatres to actually enjoy them, while in actuality the enjoyment measure is weakened due to the worsening situation of the amenities provided in the exhibition halls.
Whereas it is largely believed that the increasing influence of Over-The-Top (OTT) platforms in India could adversely affect big theatre chains, there are quite a few who argue that it is purely a myth.
But can it be denied that the increasing popularity of streaming platforms is resulting in fewer people going to see movies in the theatres!
Films are a common man’s manna, an elixir for those bored and unfulfilled by the humdrum of daily life. Cinema houses in turn have been the best getaways where people come to forget their pains and sorrows and spend those three wonderful hours of pure bliss without a care for the outside world.
So it naturally implies that just as important it is to have wholesome entertainers being exhibited at the theatre, the general ambience and upkeep of the cinema houses also matter a lot to cinemagoers.
