Y Screens provide holistic experience to common man, says YVR Kumar

At a time when Netflix, Chromecast, Amazon FireStick are redefining home entertainment movie halls could face fresh headwinds, at least in large metros. In a bid to redefine the entertainment experience, Vijayawada based Y Screen is launching smaller formats—150 to 199 seat halls in tier 2, 3 towns like Vijayawada towards twin objectives: bring entertainment to the hinterland and provide an experience similar to what movie goers get in big cities. In an e-mail interaction Yarlagadda Venkata Ratna Kumar, CMD, Y Screens Entertainment discusses the business model, competition from internet streaming and more. Edited excerpts:

What is the USP of Y Screens?
Project Y Screens is a paradigm shift in the industry of entertainment. Y Screens established with the concept of mini digital theaters which was first of its kind launched at Vijayawada. Later it was integrated with Y Screen Trade Development (YSTD) Centers. The main motto of the concept is to entertain, empower, & educate the rural and semi-urban masses with the integration of `Y Screens & Y Square Business Incubator’. YSTD Center is an integrated socio-infrastructure which includes amenities like food courts/multi-cuisine restaurants ATM’s and E-Banking Services besides health kiosks, slaoons etc.


As the project is mainly concentrated in tiers 2, 3 & 4 towns that is, rural & semi urban areas it helps migration of rural and semi urban masses to metropolitans as they are lacking basic infrastructure and facilities.

How many screens are running now and what has been the audience response?
At present two screens are running with a seating capacity of 150 each at Vijayawada. This is a prototype of the project Y Screens. Audience response has been good and till date the occupation ratio in week days remained between 45% - 50% and in weekends 90% - 100%.

Netflix, Chromecast, Amazon Fire Stick are changing the way people entertain themselves, in the comfort of their homes. How does Y Screens see its growth in this background?
Any individual cannot feel 100% entertained by sitting and watching content streamed online at home. People in India are fond of cinema. Cinema is not only an entertaining aspect but a recreation too. Y Screens targets Tiers 2, 3 & 4 towns which are rural and semi urban, where we don’t see the impact of Netflix, Chromecast, Amazon FireStick etc. Moreover YSTD Center is not only for cinema, but cinema is part of YSTD Center, providing a holistic experience to the common man.