Sathyam Cinemas
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Sathyam Cinemas is the group which runs the popular and successful Sathyam Theatre complex, located a little away from the important Anna Salai (Mount Road) in Chennai, is one of India's largest cineplexes.
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[edit] Sathyam Cinemas
The Cineplex has 2380[1] seat capacity and six cinema screens, the latest of which is Serene.
[edit] Technology
In May 2005, Sathyam theatre became the first and only cinema theatre in India to utilise Texas Instruments' Digital Light Processing(DLP) technology.[2] To inaugurate the introduction of the RDX(TM) technology at the Sathyam screen, a major city-wide campaign was launched, which coincided the worldwide release of Star Wars Episode III. This became the first movie to be projected using the Digital technology.
[edit] Expansion
In January 2006, Kiran Reddy, the Managing Director of Sathyam Cinemas told The Hindu that major expansion plans are in the offing.[3] The existing 6 screen complex would be expanded to accommodate 2 more screens while two new complexes - one in Kilpauk, on Poonamalee High Road and the other in Vadapalani. The Kilpauk multiplex will have 10 screens while the Vadapalani one will have 8. As for plans to build iMAX theaters, Reddy stated that their project is waiting approval.
Further, in an interview with The Hindu in September 2006, Sathyam Cinemas' Chief Operating Officer Tan Ngaronga has stated that the planned flagship multiplex will be located within the premises of the upcoming Express Estates mall on Club House Road.[4] It will have 9-10 screens. The other multiplex will be located at Poonamallee High Road. He also stated that the company has expansion plans in South India, however it will retain its Chennai base.[4]
Recently, the entire cineplex witnessed a major over-haul, which coincided with the nation-wide premiere of Spider-Man 3.[5]
[edit] Screens
| Screen | Capacity [6] | Elite | Premium | Economy | |
|---|---|---|---|---|---|
| 1 | Sathyam | 948 | Rs. 120 | Rs. 100 | Rs. 90 |
| 2 | Santham | 568 | Rs. 90 | Rs. 75 | - |
| 3 | Serene | 272 | Rs. 120 | - | - |
| 4 | Studio 5 | 148 | Rs. 100 | Rs. 90 | - |
| 5 | Seasons | 260 | Rs. 120 | - | - |
| 6 | 6 Degrees | 184 | Rs. 120 | - | - |
The Sathyam screen had a capacity of 1260 seats but recent renovations have made way for a more spacious and plush 948 seating capacity. Seasons used to be a 350+ seater known as Subham, which has been converted to an ultra-spacious 260 seater.[citation needed]
[edit] Initiatives
To lure customers and to add flavour to the cinema-going experience, Sathyam cinemas has launched a few initiatives. The complete details for these initiatives can be found on the Sathyam Cinemas' website[7]
[edit] Pure Cinema
Pure Cinema is a concept wherein "memorable, award-winning" international movies are screened. As clearly explained in the FAQ section, Pure Cinema is just "regular cinema screened under a different brand". The sanctity of the original movie's language is maintained as only English subtitles are provided.
[edit] Blind Date
Blind date is an initiative wherein an unrealeased blockbuster movie is screened every Thursday at Studio-5. Movie-goers are not told anything with regard to the film prior to watching the movie. The website advises viewers to not bring children as adult-rated movies might also be screened.
[edit] Fuel
Fuel is the name of the pre-paid movie card which can be used to purchase movie tickets at Sathyam (online, at their counter or over the phone) and to purchase food and beverages at any of the counters within the cineplex.[8] It costs Rs. 300 for purchase and has an initial spending value of Rs. 250. It can be topped up when required. Movie-goers may also use the Fuel card in conjunction with cash and/or Credit card when purchasing movie tickets.
[edit] Other Activities
[edit] Magic Hat
Magic Hat is a supervised play area for children. The concept behind introducing this is that parents may leave their children at place while they go ahead and watch a movie. It is a joint venture with child care experts. Parents may leave their children aged between 6 months and 13 years. According to Ms. Prabha Karthik, Magic Hat is a place where children can "play, learn and have fun"[9]. Sathyam Cinema-goers may avail this facility by paying Rs. 125 for a three-hour period. Other people who are not watching movies at Sathyam Cinemas may leave their children for a fee of Rs. 175 for a three-hour period. This fee includes free snacks. The children's own nannies may accompany them. It is an air-conditioned area with the following facilities available:
- a ball pit
- playground equipment
- mini-theatre playing cartoons and movies
- library
- playstation corner
- sleep area
- puzzles and toys
On arrival, parents and children are photographed and children will be handed over only to the person who left the child there. There is a tie-up with Apollo Hospitals for providing necessary medical services. The facility is open from 10 a.m. to 1 a.m.
[edit] Ventures
Sathyam Cinemas has a Department of Audience Development and Film Festival Programming[10] which is responsible for undertaking new ventures which promote cinema and the cinema experience. To date, this department has conceptualized Lights On, 110 years of World Cinema, Alive, Gitam-Nrittam-Vadhyam and Saffron.[10] The Pure Cinema initiative was also conceptualised and implemented by this department.
[edit] The Alive Foundation
Partnering with Ecotone, Sathyam Cinemas has established a Trust, The Alive Foundation. This trust has been started to facilitate environment education through films and the big screen experience.[11]
[edit] Saffron
Saffron is the latest venture started by the Department of Audience Development and Film Festival Programming.[12] It has been started with a view to acquire and distribute contemporary world cinema in India.[10] It aims to bring to India, films "that break the boundary of language, culture and geography"[12]
[edit] External links
[edit] References
- ^ About Sathyam Cinemas
- ^ ChennaiOnline.com - Digital Experience at Sathyam
- ^ The Hindu: Sathyam Cinemas plans 20 new theatres by 2008
- ^ a b The Hindu - Good Service Order of the Day at Sathyam
- ^ The Hindu: Summer Screen Sizzlers
- ^ Screens - Sathyam Cinemas
- ^ Sathyam Cinemas' Website - Special section
- ^ theCinema.in - Fuel webpage
- ^ Child-care lounge at Sathyam Cinemas
- ^ a b c About Sathyam at the Alive webpage
- ^ About Alive Foundation
- ^ a b Saffron Website
