For old cinema owners, an all-new screen test

With the state government deciding to convert multiplexes into tourist spots, the battle lines between single-screen cinemas and multiplexes have been drawn again

On the fifth floor of Liberty Cinema building in south Mumbai is Liberty Mini, a small, 30-seater hall meant for press previews and private screenings. Surrounded by art from the days of the Raj, it still maintains a quaint, 1940s look. The red curtain, when it rises just before a film begins, still makes a sweet brrrr noise that sounds like the time machine from Back to the Future. That curtain is now going down. Maybe forever.

Multiplexes have been belting left hooks at single-screen theatres for quite some time now, but the knockout blow came last week from the state government - multiplexes will now be used to promote tourism in Mumbai. Single-screen theatre owners are dejected. And angry.

For an entire generation of Mumbaikars, cinema halls like Liberty, New Empire, Eros, Regal and Metro are more than just heritage buildings - they are symbols of the some of the greatest years of cinema, of an era that threatens to go away forever. Indeed, Liberty and New Empire have also been listed in the book Bollywood Showplaces by British authors David Winnels and Brent Skelly, as fine examples of art deco architecture.

"It is a mockery," says Liberty Cinema owner Nazir Hoosein, "that the government has decided to give tourism status to multiplexes." Hoosein feels the government of Maharashtra should first revive Opera House theatre if it seriously wants to promote tourism. "It is one of the oldest theatres in India, and also one of the finest architectural sites in the city."

Single theatre-owners say they are dejected not because of the mushrooming of multiplxes, but because the laws are unfair - higher entertainment, no government support and even public apathy. For many owners like Hoosein, nostalgia is the only shoulder to cry on. Liberty cinema was built in March 1949, "and that is why the name," explains Hoosein.

But now, he is ready to do battle for freedom of different kind. Together with owners of Palace (Mazagaon), Super Cinema, New Empire and the Cinematograph Exhibitors Association of India have taken the Government of Mahrashtra (GOM) to court for not policing its own law.

The four theatres have complained that the GOM has failed to implement the Multiplex policy, which gave a five-year waiver to these theatres on the condition that their admission rates would be higher than those of the highest rates of a single screen in the district.

Until now, only single screen theatre owners have been paying taxes, with multiplexes being given the option of charging high admission rates that will yield returns, so that they can pay taxes exactly five years from the starting date for each.

The petitioners say multiplexes have flouted norms to maintain higher rates than single screen cinemas. "They have been offering discounts on prices, free food or even ticket schemes. Some like Inox have even reduced their fares for morning shows," says Hoosein.

Multiplex owners believe people come there to enjoy an overall experience, not just watch movies. Youngsters, who form the biggest chunk of multiplex audiences, are attracted with the malls, food courts, and even video game enclaves.

Says Manoj Bhatia, chief executive officer, Inox Leisure Ltd, which owns the Inox multiplex at Nariman Point, "Multiplexes have their own charm. Most viewers go there to do things like shopping, eating, hanging out with friends and family, apart from just watching a movie."

Adds Shravan Shroff, managing director, Shringar Cinemas, which owns the Fame chain of multiplexes, "Ticket costs are directed by law, and they are determined by the demand and supply of tickets. They could fluctuate if regulations restrict prices."

Until 2004, entertainment tax was 55 per cent, which was reduced to 44 per cent following persistent lobbying and strikes by cinema owners. Even now, multiplex owners are confident the entertainment tax will eventually reduce.

Says Sanjay Bijli, executive director, PVR Cinemas, which just entered the Mumbai market with a multiplex at Juhu, "The future seems bright for multiplexes. The taxes are a problem, but we have a strong lobby and we shall try and bring down the taxes to an all-India level. Lower tax rates will only help the industry as there will more theatres and more players in the market."

Despite the fight, it would seem multiplexes are here to stay. On the other hand, old cinema owners feel they need their space and recognition, too, after being in this industry for decades. But what

both sides agree upon is that film makers need to make better movies if either of them has to survive. "Good films are the bottomline. Some filmmakers have found better business abroad and some films do well there, but better cinema will only help us all," says Hoosein.

You can't argue with that, can you?