Multiplexes look to fight Covid-19 jitters, make arrangements to make cine-goers comfortable

Although the government has allowed multiplexes and single-screen exhibitors to resume operations, it is expected that the cinema-goers will not throng to the theatres immediately.

The multiplexes are trying to ensure the audiences do not feel anxious about safety measures and have been taking various measures to ensure they can have a stress-free viewing experience.

So, what are the steps the multiplexes are taking to assuage the concerns of cine-goers?

“The impact of COVID on the business of multiplexes is here to stay as this is a long road to recovery. With rising cases, people are surely apprehensive about stepping out in crowded markets and social gatherings. But with all the necessary precautions in place, they can be comfortable with visiting theatres. It is important that multiplexes follow all the COVID protocols to the T and maintain social distancing. We believe that content-driven releases that are scheduled for this year will bring people to theatres, but ticket sales would surely be more staggered than it was pre-covid.” Taarun V Jain, MD, Legend Group.

The impact of the pandemic has been severe on the multiplexes. With the OTT platforms gaining the most from the pandemic-induced restrictions, the uneasiness towards going to a movie hall is unlikely to go away soon.

Will this trend continue to find traction?

“This OTT vs Cinema debate takes us back to a time when the same question was being asked for VCR’s and DVD’s. The industry is ever-evolving, and we will see a rise in content being created especially for OTT platforms and different content for theatres. While OTT platforms deliver “binge-worthy” content at the click of a button, cinemas are more focused on offering an experience. The two formats cannot be compared and pitted against each other. We are as different as apples are from oranges fundamentally.”

As soon as the pandemic hit the country, multiplexes were shut down. Almost after one year, their operations are set to resume. It is being forecast that despite resumption of operations, multiplexes and cinema halls will observe less footfall and will take a few months to get back to normal.

Punjab, Kerala, Maharashtra, Chhattisgarh and Madhya Pradesh have been observing a sudden spike in the cases. This development is expected to put further pressure on the exhibitors.

Saurabh Varma, CMO – INOX Leisure Ltd, said “We have come a long way ever since we resumed operations in the mid of October. We are witnessing a steady and gradual increase in the average footfalls. In fact, we have even witnessed houseful shows for Tenet, Wonder Woman, Master, Krack, Red etc. Of course, the impact of lack of new content is visibly evident, as we are yet to reach our usual operational benchmarks, but the signs are optimistic.

“While the current situation clearly highlights the importance of new Bollywood movies for bringing back crowds to cinemas, we are also happy that our efforts to build awareness around our safety and hygiene initiatives have moved the sentiment favorably with occupancies doubling from the time when we started, Varma added.”

Commenting on the OTT, he said there is a need to understand the difference in the type of content consumed by the audiences in cinemas and on the OTT platforms. “Content like docu-dramas, documentaries, old movies are doing  well, whereas cinemas are still a preferred way to enjoy fresh new movies, and that’s the reason both the channels have been not just co-existing but doing well in our country.”

“We have to understand that the trend of a few movies releasing on OTT is purely a result of the pandemic and the subsequent lockdown, and not due to the cinemas’ incapability to draw crowds. So once the pandemic subsides, vaccines become available, content flow gets back to normal, we believe that the movie ecosystem would adapt itself back to the age old windowing and distribution patterns.”

Analysts are hoping that once the big-ticket movies start releasing, an increase in footfalls will take place.