Multiplexes switch to hosting parties, private screenings | india | Hindustan Times
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Multiplexes switch to hosting parties, private screenings

india Updated: May 31, 2009 01:02 IST
Sanjeev K Ahuja
Sanjeev K Ahuja
Hindustan Times
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Need to locate a venue for a birthday party? Check with the multiplex in the neighbourhood mall.

Multiplexes in Delhi and Gurgaon are now open to hosting such events and school functions, thanks to the feud with producers over profit sharing.

Anant Verma, head of DT Cinemas, said all early morning and late night shows have been discontinued in their multiplexes because of lack of audience.

“But to make the show go on, we have explored new and alternative uses of our auditoriums,” he said. The halls now hold private screenings of host private parties for occasions like birthdays and even sales promos.

“We also provide food and beverages,” Verma said. “A number of schools from Gurgaon have availed the opportunity and have organised personalised parties at the Mega Mall.”

Officials of PVR Cinemas refused to comment but mall authorities confirmed that three of the seven movie auditoriums at the MGF Metropolitan Mall have been shut temporarily.

“It has also affected the footfall at our mall as multiplexes are big crowdpullers,” said a senior official of the MGF Metropolitan Mall.

DT Cinemas has three auditoriums each in DLF Mega Mall and DLF City

Centre Mall and six at DLF Place in Saket, Delhi. The 10/10.45 am and 10.45/11 pm shows have been discontinued at all these auditoriums and also at PVR Cinemas and Big Cinemas. PVR has 10 auditoriums in across Metropolitan, Sahara and Ambiance Mall while Big Cinemas has three movie halls in Ansals Plaza in Palam Vihar.

Tushar Dhingra, CEO of Big Cinemas that runs in over 200 multiplexes across the country, said they too have resorted to alternative audiences such as corporates and schools and working towards getting bulk bookings. “The idea is picking up with schools, especially because its summer vacation.”

Verma said they were also contacting companies in retail business to organise sales-promos at their auditoriums. “It will also benefit malls and increase footfalls as multiplexes play the role of anchors in any mall.”