Cinema and Chennai have been an integral part of every person's life much like the Bhajjis and Marina Beach. There are more than 120 screens spanning across the length and breadth of the city. However, one brand stands tall in the top of the minds of the customers when they plan to watch their favorite film or whistle & clap for their revered hero and beloved heroines with their family and friends - Sathyam.
Founded and formed in 1970s as Royal Theatre Complex adjacent to the busy and crowded Anna Salai, it was transformed into the mighty Sathyam Cinemas to which the kids, college goers and adults were attracted like a bee to a flower. But every transformation has to come with a cost. The Sathyam Cinemas invested heavily to build their infrastructure by ensuring that they did the basics right - cleaner toilets, friendly staffs and improved customer service through trainings. Change is inevitable and the owners of Sathyam Cinemas had grasped the point so succinctly and accurately that they were always on the prowl to adapt and adopt to the latest technologies so that they can provide an overall thorough cinematic experience at affordable prices to classes of all masses. The solution was going digital - moving away from the print era. They had to reinvent themselves to cater to the constant changing requirements of the market. Unlike other metros where the ticket prices are set by the respective theatres who literally fleeced the fans, the Tamil Nadu government decided to step in and made sure that the maximum cap on the tickets should not be more than Rs 120. Though it was highly reasonable, most theatres who had wanted to embrace newer technologies were unable to do so because of the massive outlay that were incurred in the process. However, this was not the case with Sathyam Cinemas who have truly devoted themselves to make film-watching a unique, sublime and memorable event for all.
The first in the line which the Sathyam Cinemas introduced was the RDX - Real Digital Experience which resulted in crystal-clear images and rich sounds thus solving the problems of dust and flicker that occurred by using the faded prints. The outcome of this transformation was phenomenal. It provided a hassle-free and first-rate visual experience thereby satisfying the film goers to a great extent. Through the RDX, the multiplex boasted of being the first in the country to incorporate the technology to match the demands set by the Hollywood movies as most of them were shot on digital format then. The technology did not come cheap. It came at a heavy price - Rs 60 lakh to Rs 80 lakh. But, the owners realised that to survive and flourish in the cut-throat market, it is essential and imperative for them to make the investment to attract the people especially the youngsters of the city. All was fine and dandy as most of the people thronged to watch a film in Sathyam Cinemas because of their superior quality offerings in terms of movies, their intermission delicacies especially the popcorns or their customer service.
As the Brookefields Mall was close to completion in Coimbatore, Sathyam Cinemas felt that the time was ripe to have their footprint and have a strong foot hold in the Manchester of South India by establishing a multiplex with 6 screens in the establishment. It was a roaring success considering the fact that going out for a movie is an aspiration for many people in the Pump City.
Then, Express Avenue had opened up their premises very close to Sathyam Cinemas in 2010. It was time for change again. They launched Escape Cinemas touted as the city's first luxury multiplex. Every screen has a theme and the interiors spoke volumes as the names of the screens. Also, the screens were well-provided and loaded with 4k digital projectors and 3D to have an enriching viewing escapade for ardent film aficionados at Escape Cinemas! As the brand kept on expanding, Sathyam , thecinema, Escape and the future multiplexes were brought under one single banner as SPI Cinemas.
Then, Sathyam Cinemas went on a purchase spree buying out and refurbishing the Theyagaraja Theatre in Thiruvanmiyur and one @ Perambur in Spectrum Grand Mall to have a wider audience base and extend their brand in the rapidly growing areas of Chennai. They named it as S2 to provide a very convenient and economical tryst with movies for the ritual film followers.
So, the only thing that was missing in the bubbling and movie raving city is the presence of an IMAX. The closest IMAX is in Bangalore. People had to go all the way to Bangalore to catch up with their movies that are close to their hearts. Like a Hawk catapulting downwards to its prey, as soon as Phoenix Mall was set up in 2013, Sathyam Cinemas swooped into launch Luxe - their ambitious and most daring venture that simply shattered the traditional way of movie watching. Luxe was not just grand in the size and shape of the project but also very impressive in every respect - be it the decor, lighting, spoilt for choice of foods and beverages, close-to-perfect 10-customer service and most importantly, the technologies used in the theatres - Dolby ATMOS and Auro 3D to provide an immersive sound experience to go with the visual treat for the eyes and a snazzy & deeply satisfying ambience thus further enhancing their reputation and status as the first choice to go theatre in the city. But the biggest highlight of Luxe Cinemas was their IMAX. However, the Tamil Nadu government's strict orders to not to sell tickets above Rs. 120 created an intense tussle between the management and the government. The fight lasted well over 2 years and resulted in stalemates and deadlocks between the 2 parties thus it created further frustration and resentment amongst the fans. With the growing dispensable income of the current generation, people were longing to sit on the stylishly comfortable chairs to see their preferred movies in the IMAX format. However, the inglorious impasse did not seem to come to an end until 2015. Jazz cinemas purchased Luxe for an undisclosed amount from SPI Cinemas though it is rumored that the deal would have been anywhere between Rs 1000 crores to Rs 5000 crores. This decided to resolve the IMAX issue once and for all as Jazz Cinemas was held By Sasikala and the clearance for IMAX screen was just a matter of minutes to be accessible to the dedicated fan followers. Amidst much fanfare, James Bond's Spectre was released as Chennai's first movie in IMAX with the tag of Rs. 360 excluding the online and 3D charges. It was a sumptuous feast for the eyes as the movie was a sore to the brain! Chennai would be getting their second IMAX in Palazzo by late December or early January for people to luxuriate and indulge themselves in the stunning curved big screens.
People always reserve the best for the last. Forum Vijaya Mall in Vadapalani was opened by 2013 and it was hyped that Palazzo under the SPI banner would be something which people has not seen so far in Chennai. The hype was very much true in every sense of the word and spirit of the word. Palazzo was simply sensational with the typical and perfect Italianesque architecture. Right from the word go to chandeliers to the curtains to the marbles to the paintings adorning the walls, every inch of Palazzo spoke and oozed magnificence and majestic beauty of Italy. The decor and color schemes were neither glitzy nor grandiose. It was more than that. Palazzo was truly ritzy and plushy with a lavish ambience that will surely not fail to impress even the most stone-hearted person! SPI Cinemas has given the word experience an all together complete meaning with the introduction of Palazzo. They have raised the bar for film watching which can be beaten only by themselves. To put it in a nutshell, their competitor is only their previous work. Palazzo is an amazing and breath-taking work of art that is the outstanding result of many hours and tireless effort time put in by the entire team. Hats off to them for bringing the idea to its fullest execution. In short, Palazzio is a marvel to wonder for it is even more better, grander and dazzlingly palatial thus showing their competitors that they are light years ahead of the pack. The theatres bring with them all the latest technologies that has been the defining aspect and a strong competitive advantage of SPI Cinemas. Through Palazzo, SPI Cinemas has issued a powerful notice to their rivals that unless they reimagine and reinvent themselves, it is rest assured that many would be digging their own graves in a matter of time. SPI Cinemas provides yet another benchmark for cinemas thus categorically ensuring that their products and services would produce nothing less than immense customer delight thereby strengthening the numero uno position as the undisputed and unrivalled leader in the movie crazy city of Chennai
Epilogue:
I sincerely hope that DMK do not purchase Palazzo as an act of retaliation for ADMK buying out Luxe.
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