Watching movies at Theatres
9:24 AM Edit This 0 Comments »by Nihal Shaikh
When TV emerged in the 1950s, the death knell was tolling.
When VHS ascended in the '70s, Gabriel was calling.
When DVDs triumphed in the '90s, theaters were knocking on heaven's door. But death to movie theatres? Not yet.
From the very first cinematographic exhibition of the Lumiere Brothers held at Bombay on July 7, 1896 to the multitude of movies from various parts of the world playing side by side at a multiplex in our city today, watching movies in theatres is a fad meant to stay. The emergence of multiplexes and specialised theatre services and the transition of movie theatres from mere locations intended for film screening to youth lifestyle hangouts is a testimonial to this statement. Things have moved to such an extent that today a multiplex is a parameter which defines a place as a 'city'.
International piracy (bootlegs popping up on the black market), advancements in home entertainment systems (56-inch high-definition TV, DVRs), and improvements in broadband and the Internet (cable on demand, streaming video) have conspired to undermine the value of going to the movies.
But movies aren't going anywhere. The same technological advancements that have come to threaten theatre venues are the very advancements that make them more relevant and profitable. Along with mainstream movies, theatres everywhere are trying to make themselves unique by playing out events like concerts (Margazhi Raagam) as well as films made for niche-market demographics, such as chick flicks, parallel cinemas, animation movies, international films and the like. They also host film festivals which augment their appeal. Movie theatres are taking steps to use high-tech along with fashionable amenities and plain old-fashioned aggressive business tactics to woo audiences now.
Marshall Mc Luhan calls the cinema in theatres a “hot' medium. The audience really has no way out but to absorb the communication message in such a setting. The dimmed lights, bombarding sound effects, larger than life screen and compelling virtual loneliness single out the audience and compel them to imbibe what is being shown.
"If mediocre entertainment is all there is, people are going to stay home. But give them a cool experience, they can't get that from their wide-screen plasma TVs.” says Terrell Braly, president of Cinebarre, one of the pioneers of multiplex culture.
Prepaid movie booking cards, chic interiors, trendy seating and lighting make the movie going experience a lifestyle affair. The Sathyam Cinemas in Chennai is a favourite hangout location for many Chennaites. The ambience there is something which appeals to every movie buff. There is also something for everyone. 'Magic Hat' which is a play pen for (cranky) children, 'Blur' the gaming destination for 'older' children, a bowling alley, several eateries and lounges. Brand marketers have also recognised the fertility of such locations and myriad events promoting an assortment of brands can be seen every week there.
Watching movies operates on a level of culture as well. It is an act of socialisation wherein friends hangout together and have fun, an act of romance, as many couples prefer to go for a movie on a date and also a weekend activity for families to spend time together enjoying a film. Whatever be the motivation, watching movies in theatres is definitely a treat, be it the neighbourhood ramshackled screen or the high funda multiplex and it looks like it is going to be that way for a long time to come.
When TV emerged in the 1950s, the death knell was tolling.
When VHS ascended in the '70s, Gabriel was calling.
When DVDs triumphed in the '90s, theaters were knocking on heaven's door. But death to movie theatres? Not yet.
From the very first cinematographic exhibition of the Lumiere Brothers held at Bombay on July 7, 1896 to the multitude of movies from various parts of the world playing side by side at a multiplex in our city today, watching movies in theatres is a fad meant to stay. The emergence of multiplexes and specialised theatre services and the transition of movie theatres from mere locations intended for film screening to youth lifestyle hangouts is a testimonial to this statement. Things have moved to such an extent that today a multiplex is a parameter which defines a place as a 'city'.
International piracy (bootlegs popping up on the black market), advancements in home entertainment systems (56-inch high-definition TV, DVRs), and improvements in broadband and the Internet (cable on demand, streaming video) have conspired to undermine the value of going to the movies.
But movies aren't going anywhere. The same technological advancements that have come to threaten theatre venues are the very advancements that make them more relevant and profitable. Along with mainstream movies, theatres everywhere are trying to make themselves unique by playing out events like concerts (Margazhi Raagam) as well as films made for niche-market demographics, such as chick flicks, parallel cinemas, animation movies, international films and the like. They also host film festivals which augment their appeal. Movie theatres are taking steps to use high-tech along with fashionable amenities and plain old-fashioned aggressive business tactics to woo audiences now.
Marshall Mc Luhan calls the cinema in theatres a “hot' medium. The audience really has no way out but to absorb the communication message in such a setting. The dimmed lights, bombarding sound effects, larger than life screen and compelling virtual loneliness single out the audience and compel them to imbibe what is being shown.
"If mediocre entertainment is all there is, people are going to stay home. But give them a cool experience, they can't get that from their wide-screen plasma TVs.” says Terrell Braly, president of Cinebarre, one of the pioneers of multiplex culture.
Prepaid movie booking cards, chic interiors, trendy seating and lighting make the movie going experience a lifestyle affair. The Sathyam Cinemas in Chennai is a favourite hangout location for many Chennaites. The ambience there is something which appeals to every movie buff. There is also something for everyone. 'Magic Hat' which is a play pen for (cranky) children, 'Blur' the gaming destination for 'older' children, a bowling alley, several eateries and lounges. Brand marketers have also recognised the fertility of such locations and myriad events promoting an assortment of brands can be seen every week there.
Watching movies operates on a level of culture as well. It is an act of socialisation wherein friends hangout together and have fun, an act of romance, as many couples prefer to go for a movie on a date and also a weekend activity for families to spend time together enjoying a film. Whatever be the motivation, watching movies in theatres is definitely a treat, be it the neighbourhood ramshackled screen or the high funda multiplex and it looks like it is going to be that way for a long time to come.
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