Multiplexes across India are gearing up to cash in on the hype over Avatar, a science fiction epic film based on aliens. They are investing big amounts to upgrade infrastructure to provide the best 3D experience for the film, which will hit theatres on December 18 in four languages ? Hindi, English, Tamil and Telugu. Hollywood?s James Cameron is the director of the movie, which will be released only in 3D format.
At least 30-40 3D screens have been added across multiplexes in Mumbai, Delhi, Pune, Bangalore, Chennai and Hyderabad and small centers like Coimbatore and Amritsar. For example, Cinemax has started preparing for Avatar three months back. It has upgraded its biggest auditorium in Mumbai (Andheri) with the 3D facility. Devang Sampat, senior vice-president, Cinemax India, said: ?Since the film is being released in 3D format, we are leaving no stone unturned to cash in on the buzz created over Avatar. We have installed 24 screens across India and have invested an additional Rs 50 lakh in them. Looking at the increasing popularity of 3D Hollywood movies, we are also in the process of
finalising some promotional activities on the film.?
Multiplexes say that the cost of setting up a 3D screen is almost 50% more than that of a normal one, which stands at Rs 2-2.25 crore. According to sources, multiplexes had to put in an additional 10%-20% of their investment for setting up 3D screens for Avatar.
Where most multiplexes in Pune and Bangalore are going 3D, single screens like ?Central Plaza? in Mumbai and ?Urvasi? in Bangalore are also following suit.
Fox Star Studios will be premiering the film at ADAG?s Big Cinemas Imax 3D property in Mumbai (Wadala). Besides, the multiplex will also promote Avatar T-shirts and create an interactive zone at Imax Wadala.
Inox Leisure has added one 3D screen each in properties across Pune, Baroda, Bangalore, Hyderabad, Chennai, Nagpur, Raipur and Rajasthan. Alok Tandon, CEO, INOX, said, ?There have been good 3D Hollywood releases this year and movies like Ice Age 3 and Final Destination have garnered good response form the audience. Looking at the increasing popularity of 3D films, we are sure that Avatar will open big at the box office.?
Sources say the demand for 3D screens is increasing in India due to its clearer picture quality. So far, there are around 104 digital cinema screens in the country and by the end of 2010, there will be an additional 80 screens. Currently, only 3D movies from Hollywood are being distributed in India and most multiplexes feel that if 3D is ramped up, the return on investment will be higher. Analysts say Hollywood is betting a lot on 3D, as about 40 films are scheduled to run in 3D over the next three years.