The Covid variant is spreading with a vengeance. It is not a great situation to be in. No, the restrictions of old are not in place as yet but it is not a happy situation. People are generally staying away from public places if it can be helped. In such a situation how are the theatres faring? Everyone in the state loves a movie and it is not unusual for the shows over the weekends or late in the evenings to be packed. What now? It has not been good business for the last two years at least. The first wave was devastating and everything was shut down. The business was shut and managed to open months later with severe restrictions in place. No one was happy but it was better than nothing. Fifty percent seating and sanitizing and strict enforcement of social distancing had to be followed. This has been the practice for a while.
For large theatre chains like Inox which have invested heavily to adjust to the new times, it has been a time to stick to systems set by the government. Joseph Pereira, General Manager & Cluster Head said besides making sure the cinemas were operated by a 100% vaccinated team, INOX was adhering to each and every instruction as prescribed in the notifications issued by the State Government. He said “We have curated a hygiene initiative called #SafetyFirst, which combines the measures prescribed by the Government authorities and additional measures implemented by the company. Besides following the prescribed seating restrictions, the cinemas will be frequently deep cleaned, and disinfection of all customer touch points, including entrance, Box-Office, lobbies, auditorium, F&B counters, restrooms and exit gates will be carried out”. In order to provide enhanced hygiene, the protocols like a mandatory mask, temperature check, e-tickets, contactless payment & entry and enhanced intake of fresh air were implemented. They were making the entire experience touch-free and they were also encouraging the use of e-tickets, and even the guests walking in at the counters before the movie were being issued e-tickets.
That may be fine but then what are they doing to innovate at a time when there was general reluctance to step out and visit such public facilities. He said in order to take care of the need for getting together in a safe and secure ambience, while maintaining social distance, INOX was offering private screenings for smaller groups of friends and families, wherein they pamper the guests while screening a movie of their choice for a certain cost. This experience was available for anyone at the date and time of their choice.
Joseph said they were confident of their offering despite the emergence and the growing popularity of OTT platforms. He said “Cinema has always been and will remain the most preferred form of entertainment in India. As a country of entertainment-hungry audiences, India rates highly on the global map. Watching a movie is in our DNA and therefore, the Box office in India has a robust future. The Indian film sector will adapt and rejuvenate, as it always has in the past years. We would like to say that cinemas are here to stay and will continue to hold utmost importance even in the future in India and around the globe”. Ok. But then what about the others?
1930 Vasco, another theatre in that town, is hanging in there. Ashin K V who is in charge of projection said business had dropped dramatically. He said “There is a cap of fifty percent and there are days when we get less than ten percent. People hardly ever come. We had had shows where there were two people. This is usual for shows in the morning. It picks up in the evening and the night”. He felt OTT platforms were not a problem. He believed that there were certain films that could be watched only on a big screen. The experience he said was so much more different in a theatre which could never be equalled on OTT. Ashin said both would survive and do well. But now there were challenges which had to be met. They had now reduced the number of shows to 8 everyday with the first starting at 11 o’clock. He said there were times when certain movies which were very entertaining made the first show at 7 o clock. And it used to be full.
For fans of the big screen there was no comparison. Ester Noronha, an actress said “For me, cinema means theatre. There’s no cinema without theatres. To truly experience cinema in its truest sense, one has to and will go to the theatre and nothing can change that. That’s something a true cinema lover will agree with”. She admitted OTT had opened up a new platform or added an option to the world of cinema, but it was definitely not a replacement to the theatres. She felt in the current situation, it was only helping people cope up and get their daily dose of entertainment, while helping them sustain until they went back to the theatres again.
Another member of the large Bollywood industry, Aadore Mukherjee had much to say about the situation. She said “I would hope we all go back to the theatres. That’s where movies are meant to be watched, with friends and with popcorn in hand. I miss the whole experience!
Another actress Joanne de Cunha felt most people would be sticking to OTT platforms as a precaution due to the ongoing pandemic. She said “More movies are being released via OTT platforms, as there has been a higher demand for it, especially since the pandemic took place. Also it is much more convenient for folks to watch movies in the comfort of their home than to go through the hassle of pre-booking a movie show to watch in the theatre”. It is undoubtedly a case of precaution first principle being followed.
There are several cinemas in the state but a large number of them have shut due to the situation. The economics just does not make any sense. The theatre will survive and that experience will bring back the crowds once the situation improves. Till then everyone will have to wait for the good ole days.
