Multiplexes Drive Footfall in Malls, Boosting Cinema Industry’s Post-Covid Recovery
Multiplexes are making a comeback in malls, driving footfall and boosting the cinema industry’s recovery from the Covid-19 pandemic. Mall managements have reported a surge in advanced bookings for movie screenings, with nearly 70% of seats reserved for Tuesday, coinciding with Independence Day. This resurgence of interest in multiplexes has overshadowed the retail stores within the malls, marking a significant shift in consumer behavior.
One such example is the South City Mall in Kolkata, where the vice-president, Mammohan Bagree, revealed that six screens experienced high attendance from Friday to Sunday. While footfall decreased slightly on Monday, Bagree predicts a full house on Tuesday, fueling hopes for a successful day at the box office. The availability of diverse content in English, Hindi, and Bengali has contributed to this newfound enthusiasm for watching movies in multiplexes.
Notably, several movies have attracted crowds, including Hindi releases like ‘Gadar 2’, ‘OMG 2’, ‘Rocky Aur Rani Ki Prem Kahani’, the Bengali film ‘Byomkesh O Durgo Rahasya’, and English movies ‘Oppenheimer’ and ‘Barbie’. Multiplexes in other malls are also showcasing the Rajinikanth-starrer ‘Jailer’. This rich variety of content has enticed viewers away from the convenience of watching movies at home on OTT platforms and encouraged them to experience the big screen once again.
The positive impact of multiplexes extends beyond the cinema industry. At the two City Centre malls, the thriving movie halls have attracted extra customers to the end-of-season sales. Ramesh Pandey, the wholetime director at Ambuja Neotia, which operates City Centre 1 and City Centre 2, noted that the sales had a lackluster start but gained momentum when compelling movies were released. The increase in footfall has also prompted the extension of food court timings at malls like Acropolis, resulting in all-time high sales for the food and beverage counters.
Industry insiders are optimistic about the future of the cinema industry, as the recent surge in footfall indicates a strong desire among Indian audiences to watch movies in theaters. The Producers Guild of India and the Multiplex Association of India (MAI) reported that the weekend from August 11 to 13 marked the busiest post-Covid period for cinemas, with a record-breaking 2.1 crore movie-goers attending screenings. MAI president Kamal Gianchandani described the weekend as historic and expressed hope that the momentum would continue throughout the year.
This resurgence of multiplexes is a clear indication of the Indian audience’s love for the cinematic experience. As cinemas and malls thrive, it is evident that the recovery of the cinema industry is well underway, bringing happiness to movie-goers and boosting various sectors of the economy.
