Multiplexes betting big on gaming, food

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: According to reports, real estate major DLF group is mulling making food courts mandatory for all its forthcoming multiplexes as it has done at its Gurgaon multiplex.

‘Do more’ is now a common refrain in the industry. Siddharth Roy Kapur, director, UTV Motion Pictures, says, growth of multiplexes in the country has been very much conventional so far and hence, luxury options like food courts and gaming zones are the need of the hour. “Therefore, any addition of features to theatres which ensure great ambience will have a positive impact on the exhibition business. The simple reason being that, it provides an integrated experience. Today, people visiting a theatre want to have all the facilities like shopping, eating and gaming zones under one roof,” says Kapur.

Agrees Vishal Gondal, CEO, Indiagames. He says that retail is going to be a big driver for the growth of multiplexes. As the cost of building and running multiplexes is going up, it has become essential for owners to look for alternate sources of revenue. “You normally come to a theatre half-an-hour before a film begins. Hence, arcade gaming, which includes games like Namco, car racing and sega machine, having a duration of 5-10 minutes, make good sense for the multiplexes,” adds Gondal.

Adlabs was the first to ink a pact with Microsoft Xbox 360 for a gaming zone within one of its larger properties. However, Adlabs has come up with its own gaming zone named Zapak, after severing ties with X-box a few months ago.

Talking about some of the other features Adlabs has added, Tushar Dhingra, COO, Adlabs Films, says, the company has introduced a kids’ zone in select cinemas “where parents can now leave their children in safe hands, with trained ground staff to look after them while they watch a film”. The kids’ zone has an in-built games area, miniature rides and toys to entertain children. “This is an extension to the kiddie zones that are found at select malls nowadays. If parents have an option of shopping while kids play, then why not watch movies while the kids have fun,” says Dhingra.