Multiplex boom: More the merrier

As far as multiplexes go, Mumbai just does not seem to have enough.

While a dozen or so multiplexes are busy trying to woo movie buffs, there are at least another dozen waiting to mushroom all over the city. Interestingly, the competition that is likely to intensify with the coming up of so many multiplexes does not seem to worry the existing players.

“No doubt the industry is likely to witness a few shake-outs with the indiscriminate mushrooming of multiplexes, but the ones with good strategy and proper financial backing will hold their ground,” says Shunali Shroff, head of corporate communications, Fame Cinemas.

Industry insiders feel the clutter will not cut into the business of any of the multiplexes, but only increase the volume of business. “With more outlets, we are creating the infrastructure to bring in more viewers,” Shroff says, citing the example of Fame Adlabs, Fun Republic and Cinemax- three multiplexes located within close proximity of one another.

“There has only been a negligible dip in our collections after two other multiplexes came up in the vicinity. This is an indication that the amount consumers spend on entertainment is going up,” she adds.

The multiple options that multiplexes offer make them a viable business proposition, say industry observers. No wonder then that the middle-class seems to view these cinema complexes as places to get together, where they can watch films, play games, shop or simply hang out.

But, aren’t the steep ticket rates a deterrent to many movie buffs? Devang Sampat, marketing manager of Cinemax, does not think so. “Only films that can bring in audiences at the existing rates are screened at multiplexes,” he says.

Pooja Shetty, director of Imax Adlabs, points out that multiplexes offer flexible rates so that audiences can choose the price and a time slot that suits them. “For instance, the morning shows are usually priced less for the convenience of students and other viewers with a certain budget in mind,” she says.

Sampat sums it up by saying, “It is all about striking a balance between comfort and prices that justify the facilities on offer. The audience should never feel cheated.”