The Business of Entertainment

A brand new concept in India, ‘Business Class’ theatres have just started catching the eye of the corporate world. And with more such facilities scheduled to open across the country, ‘entertaining’ times are ahead, says Ashish K Tiwari

Imagine going to watch ‘The Lord Of The Rings’ on a Saturday and being offered a welcome drink as you walk into the theatre. Or, having seats as cosy as an airline’s where you can recline and even go to sleep if the movie is bad enough. Or, just in case you want to keep the ZZZs away, imagine a butler close at hand to bring you a cup of steaming coffee on a tray. This is not wishful thinking but a reality today. Welcome to the world of ‘Business Class’ theatres, which have hit the Indian market.

Imported recliners, designer menus, personalised service and executive lounge areas are luxuries that are taken-for-granted while watching a movie ‘Business Class’. But there’s another dimension to it. For the Indian corporate segment, ‘Business Class’ theatres also offer a venue to facilitate ‘mixing business with entertainment’.

Like hosting exclusive screenings, corporate presentations, promotional exercises, etc.

What’s it about

So, what is the concept of Business Class theatre all about? And how does it facilitate mixing business with entertainment?

A popular facility in multiplexes abroad, the ‘Business Class’ theatre is fairly new to the Indian market. Shravan Shroff, director, Shringar Cinemas Pvt Ltd, who is venturing into the segment, says, “Internationally, where the occupancies in cinema halls are not very high, it was the need of the hour to lure people who wanted a better standard of theatres and had the money to afford it.

Companies like Village Cinemas Australia, Warner Village UK, Cine Star UAE, and a few others in Singapore and the United States have had this concept working for quite some time and have earned much from it.”

In India, the Business Class theatre was introduced towards September-end 2003. India has had the concept in the form of the ‘Box’ facility offered by Indian single screen cinemas. There were limited seats which were more exclusive than a balcony class. The new concept is an enhanced, up-market and luxurious version of the ‘Box’ facility.

They offer a ‘typical business class’ environment similar to that offered by an airline. Characteristic features in these facilities include extra luxury seating, five-star service and in some cases, even personalised butler service, state-of-the-art facilities in terms of hi-tech projectors for distortion-free images, high grain screens, wall-to-wall screens and high end sound systems to ensure crystal clear and uniform sound output to every guest patronising these theatres. This apart, the theatres sport an extensive menu which changes from time to time and in most cases an executive lounge area alongside where patrons can relax, chat, drink or have dinner with fellow colleagues. Free parking and valet parking also form a part of the offerings.

The biz connection

For Indian corporates these theatres are the perfect venue to mix business with entertainment since they are designed to hold exclusive gatherings/screenings, marketing related activities and, do promotional and PR-related exercises amongst others. Some corporations and consultancy firms are already looking at these venues for corporate presentations, HR and training related screenings, workshops and seminars amongst others.

The players in India

In India, the concept was pioneered by Wave Cinemas at Noida’s Centrestage Mall in sector 18. They have started with a Platinum Lounge, which is the 17 seats of the last row in their two big auditoriums. These have extra luxury seating, five-star service and an extensive menu served inside the auditorium. The two auditoriums also have world class elements, viz Kinoton projectors from Germany for distortion-free images, high-grain 55-feet wide screen from Harkness Hall, Britain and Martin sound system to ensure that every row gets the same level of sound.

Adds Saurav Saxena, head-operations, Waves Cinemas, “The ergonomically designed seats are 11 per cent wider than the current industry standards. Also there is a gap of 11.65 metres of space between two seats providing more room to the viewer to rest his legs. The seating in this lounge is in the form of recliners imported from Figurues Spain which are generally used in airlines. This facility comes with added features viz a welcome drink and cold and warm towel depending on the season plus eatables on order serviced from the rear side.”

Following the positive response, Waves is also looking at introducing the Platinum Lounge concept in Lucknow and Moradabad. The promoters are also looking at an increased capacity in future projects. Saxena says, “In our Lucknow project, the seating capacity will be doubled.”

Another player in this segment is PVR, a popular chain of multiplexes, which is coming up with its ‘Europa Lounge’ and Shringar Cinemas Pvt Ltd who are branding their theatres as ‘Business Class’. PVR’s Europa Lounge consists of two, 132-seater auditoriums which have better seats than its other auditoriums, wall-to-wall screens and a plush lounge. Shringar’s ‘Business Class’ theatre will be unveiled at Inorbit Mall at Malad in north Mumbai and will have a capacity of approximately 220 seats. This theatre will boast of ‘wider seats with double arm rests and personal trays’, ‘butler service’, ‘separate booking counter’ and ‘valet parking’ apart from the standard characteristic features mentioned earlier.

Shroff says, “Our ‘Business Class’ theatre is a ‘multisensory’ experience. It will stimulate all human senses; of touch with upholstery, seat size, legroom space; of sight with colours, picture quality; of sound with quality sound equipment and of taste and smell with quality food.” Apart from the yet to be named multiplex in Inorbit Mall, Shringar will also extend this facility to Fame Raj Empire at Surat. The Surat facility will be launched in April 2004, while the one at Malad would get operational either in the month of May or June 2004.

Easy on your wallet

You would expect Business Class theatres to charge Business Class fares. This is partly true. Though the ticket price is more expensive, it is not prohibitive. The price varies from one service provider to another and is usually arrived at keeping the seating capacity and markets these facilities are present in. For instance, Waves Cinemas has priced its Platinum Lounge at Rs 500 per head wherein Rs 300 is for the ticket and Rs 200 goes towards the expense incurred on the food and beverage offerings. Shringar Cinemas has adopted a more reasonable pricing policy and will charge Rs 250 per head, which is inclusive of a welcome drink and finger food.

The marketing strategy adopted by most service providers will be very much like the hotels’ approach to the corporate segment. Corporate bookings and offering specially designed packages tailor-made to meet individual company’s requirements will be some of the ways to reach the target clientele.

The clientele will differ from market to market but being a premium service offering, the service providers are foreseeing the celebrity, A+, A and B+ segments of society as a potential business area. Going by the initial success of the Platinum Lounge in Delhi, the concept seems to be here to stay. Indian corporations will probably find doing business a little more entertaining than before.