Multiplexes betting big on gaming, food

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Multiplexes have changed the whole movie-going experience from the time when mosquitoes and brusque ushers greeted cinegoers in theatres. Plush seats, cola and coffee holders, and courteous, dapper ushers—the popcorn-munching crowd couldn’t have had it better. What’s more, the multiplex-hopper is willing to spend a buck and more. And multiplex owners are cashing in.

No one is ever able to predict a movie’s fate at the box-office. So, theatre owners are looking beyond the box-office to keep revenue coming in. Some theatres have tied up with providers of food and beverage services. Some others are setting up gaming and kid zones to lure customers. The idea is to provide filmgoers wholesome entertainment that will increase footfalls at multiplexes. A recent PriceWaterhouseCoopers-Ficci study states that the gaming industry is going to dominate the segment over the next five years.

The economics work out, too, according to experts. While it costs Rs 1 crore to set up a gaming zone, theatre owners will need thrice the amount to install a food court.

The board of Cinemax India has given the green signal to the owners to explore various opportunities available in the food court and gaming businesses. The E-City Venture-promoted E-City Media has forged a strategic alliance called Fun Gaming with Zapak Digital Entertainment. The agreement allows Zapak to set up online gaming zones at four Fun Republic malls.

For E-City Media, Zapak will set up online gaming areas at Chandigarh, Ahmedabad, Lucknow and Mumbai. According to Vishal Anand, vice-president, E-City Media, the Ahmedabad and Mumbai sites are already up, Lucknow will open next month and work on Chandigarh will begin soon. “The facilities being made available include video games, arcade games, a pool table and a café inside the hall, while a bowling alley will be installed at Ahmedabad and Mumbai,” says Anand. “The theory purely works on the rental model under which we let out 200-250 sq ft at our properties for these facilities.”