The party tonight is at the cineplex!

Luxury lounges in the capital's cineplexes are being repositioned as party hubs, finds Vinayak Chakravorty.

india Updated: Dec 23, 2006 17:49 IST

Itis being billed as the next level in multiplexing — luxury lounges in cineplexes being repositioned as party hubs for the crème de la crème.

“Entertaining in luxurious environments is an evolving mantra for any service industry says Ajay ,” Bijli, chief executive and MD, PVR Cinemas. PVR’s 36-seat Gold Class auditorium in Noida offers facilities for private parties.

“It can be clubbed with a movie on demand,” says Bijli. The cost: Rs 500 a head or more, depending on what is on menu.

Bijli sticks to the ‘no booze served’ policy “since cinema is a family experience”, but others are scrambling for a liquor licence. Adlabs, in fact, already has one. At Adlabs Ebony Lounge, you can have your cake and swig a few pegs too while watching the movie of your choice for Rs 500 (per head) or more. The chain also offers beer-and-popcorn shows for corporate houses. “Content evolvement is the key to survival,” says Tushar Dhingra, Adlabs chief operating officer.

It is this ‘evolvement’ that the Inox chain — which operates in Mumbai, Kolkata, Pune and Vadodara — has in mind with the creation of deluxe multiplexes for pre mium clients with tickets for Rs 250. “Everyone seems to be in a mood to party at the movies,” says Saurabh Verma, vice-president (programming and distribution), Inox.

Other players are also jumping in. Gurgaon-based DT Cinemas is planning luxury lounges in south Delhi. “It is an alternative to routine club partying,” says Kajal Aijaz, CEO and director, DT Cinemas.

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First Published: Dec 23, 2006 18:30 IST