They prefer silver screen to crackling Diwali
Diwali is referred to as the festival of lights. With due respect to Goddess Laxmi, the average Indian is finding a better way to spend his/her Diwali - in the cavernous darkness of multiplexes.
By TNN |
NEW DELHI: Diwali is referred to as the festival of lights. With due respect to Goddess Laxmi, the average Indian is finding a better way to spend his/her Diwali – in the cavernous darkness of multiplexes.
As the civil society hankers for a noise-free Diwali, the tide is turning from crackers and the traditional razzmatazz around the festival to watching movies and enjoying the privacy.
The trend has become increasingly prevalent in the past three years, with all multiplexes reporting full houses on all the evening shows. Of course, with two biggies, Saawariya and Om Shanti Om being released on Diwali, the weekend is expected to be the biggest grosser of the year.
Families, particularly the nuclear ones, are asserting their right to privacy around festivities. The choice of exclusivity that multiplexes provide far from the madding crowd, noise and pollution associated with the festival of lights is weaning away a swathe of Diwali revelers.
“Increasingly, the profile of multiplex consumers is getting inclined towards those who want to get away from the noise and pollution — people who are asthmatic or allergic to smoke. And then there are families who would do advance booking to catch the late evening show after finishing the traditional puja early,” says Gautam Dutta, V-P, marketing, PVR Pictures. Mr Datta adds that by the time a 9-12 show closes, most of the cracker bursting activity is over.
There are nearly 1,000 multiplexes in the country today with about 3,000 screens in all, which is only adding fuel to fire. And the march of the multiplex is certainly not regional. It’s a cross-country phenomenon, and now making rapid strides in tier II and III towns.
Many are averse to noise and pollution on Diwali night — there are asthmatics and heart patients, and also those who prefer a silent Diwali. The multiplex boom has come as a boon for them. “The crackers have decreased and over the last three years, more and more people are coming to watch films across multiplexes on Diwali day. Blame it on pollution and the multiplex boom that has given a handle to the discerning to keep away from all the noise,” observes Vishal Rajan, V-P, marketing of the Mumbai-based production and distribution major, Adlabs.
Agreed a senior marketing executive of the Mumbai-based Inox Leisure, “In the past three years, we are seeing that the profile of consumers who come in for the late evening shows are people who are looking to escape from the customary noise and pollution.
The late evening shows and all the night shows are completely booked.” Multiplexes are seeing a similar rush during the morning and afternoon shows during Holi, when people would like to avoid the colours. Anyhow, this particular Diwali weekend, not only are multiplexes declaring house-full of all shows, but they are also running six shows per day.
As the civil society hankers for a noise-free Diwali, the tide is turning from crackers and the traditional razzmatazz around the festival to watching movies and enjoying the privacy.
The trend has become increasingly prevalent in the past three years, with all multiplexes reporting full houses on all the evening shows. Of course, with two biggies, Saawariya and Om Shanti Om being released on Diwali, the weekend is expected to be the biggest grosser of the year.
Families, particularly the nuclear ones, are asserting their right to privacy around festivities. The choice of exclusivity that multiplexes provide far from the madding crowd, noise and pollution associated with the festival of lights is weaning away a swathe of Diwali revelers.
“Increasingly, the profile of multiplex consumers is getting inclined towards those who want to get away from the noise and pollution — people who are asthmatic or allergic to smoke. And then there are families who would do advance booking to catch the late evening show after finishing the traditional puja early,” says Gautam Dutta, V-P, marketing, PVR Pictures. Mr Datta adds that by the time a 9-12 show closes, most of the cracker bursting activity is over.
There are nearly 1,000 multiplexes in the country today with about 3,000 screens in all, which is only adding fuel to fire. And the march of the multiplex is certainly not regional. It’s a cross-country phenomenon, and now making rapid strides in tier II and III towns.
ADVERTISEMENT
Many are averse to noise and pollution on Diwali night — there are asthmatics and heart patients, and also those who prefer a silent Diwali. The multiplex boom has come as a boon for them. “The crackers have decreased and over the last three years, more and more people are coming to watch films across multiplexes on Diwali day. Blame it on pollution and the multiplex boom that has given a handle to the discerning to keep away from all the noise,” observes Vishal Rajan, V-P, marketing of the Mumbai-based production and distribution major, Adlabs.
Agreed a senior marketing executive of the Mumbai-based Inox Leisure, “In the past three years, we are seeing that the profile of consumers who come in for the late evening shows are people who are looking to escape from the customary noise and pollution.
The late evening shows and all the night shows are completely booked.” Multiplexes are seeing a similar rush during the morning and afternoon shows during Holi, when people would like to avoid the colours. Anyhow, this particular Diwali weekend, not only are multiplexes declaring house-full of all shows, but they are also running six shows per day.
Start a SIP with as low as ₹500 with ET Money App!
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
