Multiplexes Gear Up For AVATAR Release
Posted November 26, 2009on:
Just when movie enthusiasts across the globe are eagerly awaiting the release of James Cameron’s magnum opus ‘Avatar’ on Dec 18, multiplexes across India are gearing up to encash on the extraordinary buzz around its release.
Made with a fusion camera developed by Cameron himself, ‘Avatar’ is expected to revolutionize the film-watching experience and multiplexes are investing huge sums in upgrading their infrastructure to bring this extravaganza to moviegoers.
While Avatar will be released in 2D as well as 3D formats, theatre owners are particularly expecting a huge demand for the 3D version.
In the past, 3D Hollywood films like ‘Ice Age 3’, ‘& ‘Final Destination’ have done good business in India.
From the time producers Fox Star Studios screened 20 mins footage of Cameron’s film in August this year, the number of 3D screens in India has increased from around 12 to 40, and 60-70 screens by 18th December.
This covers cities across India including major markets like Mumbai, Delhi, Pune, Bangalore, Chennai & Hyderabad as well as smaller centers like Coimbatore, Amritsar, Kerala, Jaipur and Ahmedabad (which is considered a small market for Hollywood films).
Aditya Shroff, AVP – Distribution, Programming and Corporate Sales for Fame Cinemas reaffirms, “I believe that the 3D version of Avatar is going to be the revolutionary movie for this generation & hence Fame is trying to go as wide as possible with the 3D release. Avatar will do to 3D what Reliance did to mobile phone usage in India.
While most multiplexes in Pune and Bangalore are going 3D, single screens like ‘Central Plaza’ in Mumbai and ‘Urvasi’ in Bangalore are also going 3D before the release of release Avatar.
Interestingly, Avatar will be released in 3D in Hindi also.
Cinemax in Andheri (Mumbai) has updated its biggest auditorium that has the capacity of 377 with 3D facility for AVATAR.
Inox will have 3D screens in Pune, Baroda, Bangalore, Hyderabad, Chennai, Nagpur, Raipur, Rajasthan, Indore, and Kolkata before the release of AVATAR.
Commenting on the hype around ‘Avatar’, Mr. Vijay Singh, CEO, Fox Star Studios India says; “There is an incredible buzz building up for Avatar across the India media, our theatrical partners and the core audiences. The dramatic increase in the no. of 3D screens, as well as the strong interest that we are getting from the Hindi, Tamil and Telegu language markets reaffirms the strong buzz for the film.”
Ranjit Thakur, CEO of Scrabble Entertainment says “The demand for 2K Digital & 3D Systems is from all corners of the county. Even the single screen exhibitors want to capitalize on the opportunity of screening Avatar in 3D. ”
Thakur adds “The demand for the film has created a worldwide shortage of digital equipment and even silver screens for 3D are hard to get”.
‘Avatar’ is an epic action adventure film made on a whopping budget of Rs 1200 crores. It is the story of a wounded ex-marine, thrust unwillingly into an effort to settle and exploit an exotic planet rich in bio-diversity, who eventually crosses over to lead the indigenous race in a battle for survival.
Avatar releases worldwide on Dec 18 in 2D & 3D. In India, the film will also be dubbed in Hindi, Tamil & Telugu.