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Cinema hall promotes pop art

art and culture Updated: Aug 16, 2010 15:28 IST
Rachana Dubey
Rachana Dubey
Hindustan Times
Highlight Story

The three-week-old Sangam Big Cinema in Andheri East extensively uses pop art for its décor, a first of sorts for a cinema hall in the city. Reliance ADAG’s Big Entertainment team restructured the several decades old Sangam cinema and re-opened it on July 30.


The place was renovated under the supervision of Archana Jhangiani, head of design and brand experience, and pop artist Jayesh Sachdev who worked on the project together for months.



Pop art interiors

The result: interiors full of Bollywood-Hollywood-Mumbai-inspired pop art, spread from the box-office’s glass doors and the gangway towards the lift to the interiors and exteriors of the lifts and eventually the common floor that houses the four screens.



“We haven’t spent an inordinate amount of money on the art work. In fact, it’s taken us much less than what we spent renovating our other acquired and new properties. But it has taken us months of effort because each piece of art comprises several tiny pieces in layers,” says Jhangiani, who is also working on creating a similar effect at new Big Cinema outlets in the Southern states.



“Those will signify their movies and local art forms. For instance, if you have the photos of Saif Ali Khan and Deepika Padukone impressed on a backdrop of local trains, you might have Rajnikant and Chiranjeevi there, with their city’s art and culture as the backdrop.”



Sachdev, a Pune-based pop artist, used bright colours, cutouts and old film posters to complete each piece. “We’ve received a fabulous audience response. There’s everyone from Rajesh Khanna and Amitabh Bachchan to Sonam Kapoor, Abhishek Bachchan and Shahid Kapoor on display across the ground and second floors. There are different film-oriented themes used in every lift. On the second floor, we’ve put up various portions of the two main art pieces for sale. In fact, at some point, even the big one on the gangway might be merchandised to be sold in smaller sizes,” he adds.



The cinema hall building also houses two exhibition halls that will be rented to upcoming artists to set up their shows. Jhangiani says, “There aren’t too many great places to exhibit art in North Mumbai and definitely not inside the premises of a cinema hall. So, we thought that along with promoting a form of art, we’d also be able to promote new artists and their works, hopefully, without burning a hole in anyone’s pockets.”

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