Multiplexes: A Multi-million Dollar Industry in India

Since their establishment in 1997, multiplexes in India have experienced a significant surge, transforming the concept of social spaces. With theatres situated inside malls, they offer the convenience of entertainment, shopping, and dining under one air-conditioned roof.

Multiplexes are a booming industry  in India; Source: Oneindia

Getting a bucket of buttery popcorn and a refreshing soda, enjoying a movie, maybe indulging in a bit of shopping and going for a meal later—a typical day at the multiplex. While people generally visit the theatre to unwind and watch films, the experience today is vastly different from the early years after India gained independence. Multiplexes have redefined the notion of social spaces, propelling the rise of the 'mall culture among the current generation.

Indian cinema boasts a rich history, from its black-and-white movies to its first talkie and the advent of colour films. Technological advancements have revolutionised not only filmmaking but also all its related aspects. Post-production techniques, editing, distribution, and marketing have significantly evolved. The evolution of Indian cinema has transformed movies into immersive experiences.

Previous generations were projecting movies onto white sheets in open-air spaces, going to pop-up travelling cinemas in villages and setting up outdoor tents. The first single-screen movie theatre, named Chaplin Cinema, opened in Kolkata in 1907, marking a revolutionary concept of having a dedicated indoor space for film screenings. The term 'silver screen' emerged from the first version of a fabric screen coated with silver dust.

Cinema halls broke all concepts of the social class hierarchy in India. They provided a space where anyone, regardless of their socio-economic background, could come together and enjoy a film. However, ticket prices today have become exorbitant, contradicting the original principle of egalitarianism in cinema halls. It has now become a symbol of status or class, as not everyone can afford the steep prices. During their advent, multiplexes represented pride for the cities they were in and were seen as symbols of modernity.

The introduction of television in the 1990s posed a significant threat to traditional movie theatres, but multiplexes successfully lured audiences back. The idea of leisure and relaxation once meant staying at home, unwinding with a book or a movie, and relishing comfort food. Today, the concept of privatised public leisure' is dominant, with multiplexes opening up everywhere. Shopping, dining, and cinema have become intertwined, mutually contributing to generating maximum revenue.

Modern audiences seek a comprehensive experience at the multiplex. Plush recliner seats, immersive surround sound, expansive screens, stunning visuals, impressive visual effects, snacks, and the opportunity to shop and dine afterwards have become integral components. Multiplexes are nestled within shopping malls, making them highly lucrative enterprises. People can save time and money by enjoying multiple activities in a single complex.

The astounding rise of multiplexes in India is not surprising, given the significant contribution of cinema to the Indian economy, and vice versa, seeing how the majority of people in India are avid cinephiles. Even with the advent of streaming services and satellite TV, multiplexes still account for a whopping 60% of Indian film revenue. Today, people visit multiplexes to make an entire day out of it—watching a movie, indulging in retail therapy, and enjoying a delicious meal. It's hard to resist the allure, isn’t it?