Multiplexes are here to stay with glory !

Multiplexes are here to stay with glory !

Mukesh Ambani’s announcement last month on Jio’s plans to showcase the movies on the day of release has been creating waves. Customers have been predictably raving and multiplex owners are rattled or so is believed. The announcement did its job – created excitement for RILs Jio Fiber and RIL stock hit a high. But the multiplex stocks– PVR and INOX got beaten up riding on the fears. 

Speculations and sentiments aside, this is not the first time that obituaries of cinemas have been pre-maturely written. Nay sayers predicted curtains for cinemas when movies were available on VHS tapes, VCDs or DVDs and finally Blu-Rays. The quality of video and audio was significantly better each time and hence movie buffs would love the convenience of watching a movie at home, it was presumed. We also remember the cable operator offering ‘movie channels’ during the late 80’s on which latest pirated movies were shown. Then there were exclusive Movie based channels on Television – the likes of ZEE Cinema, Star Movies, HBO etc. Doomsday shrill got louder even then. This was sure to kill the habit of the movie going public to a cinema it was said.

And now with the advent of low cost internet, movies were available on-demand. At home – on demand… what else can movie lovers ask? This was thought of as the final nail in the proverbial coffin of cinemas. But no, cinemas have carved a space for themselves and continue to be patronized.

Even in the US, number of Netflix paid memberships grew from 38Mn million in 2014 to 58 million in 2018. However, despite this phenomenal growth of Netflix (and others too), the US added over 1500 screens in this period (taking the total to 41000) and the number of movie admissions didn’t drop. So people were watching more movies than before… but didn’t really move ‘away’ from their dose of cinema outings.

Anyone who surmises that movie going habits will die with the movie itself coming into homes is missing one key behavioral trait –visiting a cinema addresses a social need and is a very social activity. 

It’s an experience in itself – the outing, the mall which houses the cinema, the shopping, the popcorn, the company of friends, family, spouse, girlfriend (or boyfriend) and yes, sometimes the movie itself. The movie is not central to the experience – though it is important nevertheless. Haven’t we gone sometimes for a movie outing, knowing very well that the movie is not so great? We went for just ‘time pass’! 

And when the movie is known to be good, then of course the reasons get further amplified. You get to watch the movie undisturbed and without homely disruptions, in a dark ambience, in the company of lot of other people (a group of people laughing at jokes or holding their breath together during the climax scene is a feeling like no other) on a large embracing screen and immersed in loud hi-fidelity sound - divine. We have been to a cinema to watch the same movie more than once or sometimes after having watched it at our home TV. Why? ‘This movie is meant to be enjoyed in a cinema’ we tell ourselves. Sounds familiar? 

The Multiplex owners are realizing this and are moving from just exhibiting the movies to exhibiting and hospitality. The premium format screens like Insignia, Gold Class and similar offer high definition projection like 4K, Onyx etc., premium lounges, leather recliners and gourmet food with butler on call. This experience can’t be replicated on a large TV screen at home. Why else would one pay upto Rs 1800 sometimes for a movie outing.

Hence despite the plethora of options of watching a movie at home, cinema screens are thriving. Currently India has just about 10000 screens (~3000 Multiplex Screens and ~7000 Single screen cinemas) and growing. New International players like Cinepolis are entering the screens business in India and large domestic players are expanding fast. PVR itself has displayed optimism through its acquisition of SPI cinemas last year (which has presence in Southern India). 

But RJio is no pushover, they have delivered what they promised, almost always. This is where India’s status as movie production powerhouse comes into play. India is amongst the largest producer of movies in the world. We produce almost 2000 movies annually across languages and genres. This includes a lot of regional movies and special interest/ niche cinema. Some of these may not find a screen for a theatrical release as they would just be squeezed out of the theatres by big banners. These movies are very good in their own right and have niche audiences. Such movies can then get released on digital OTT platforms. This is a recent phenomenon and movies like Lipsstick Under My Burqa, Love Per Square Foot, Brij Mohan Amar Rahe, Rajma Chawal etc have regaled movie lovers without ever being released in theatres. For the ‘First Day First Show promise’ RJio is likely to procure select movies – both Bollywood and Regional for showcasing on their digital screen – Jio Cinema. This in itself is a great proposition. They might occasionally bring in movies from big banners or with popular star cast to create some buzz and preference for RJio.  It’s however unlikely that most of big budget mainstream popular cinema will find its way to RJios ‘First Day First Show’ promise. 

We will find out soon enough. But till then, can we watch Akshay Kumar’s ‘Mission Mangal’ over the weekend? Recliner seats please.