The country’s small but rapidly expanding network of luxury theatres is offering innovative technology and personal service on top of gourmet food in an attempt to woo customers. The audience gasps in unison as bullets whiz by Bollywood superstars Hrithik Roshan and Tiger Shroff in an intense shootout sequence which sees them battling villains in the high-octane blockbuster War. The audience reaction is triggered not just by the on-screen action, but also by sporadic gusts of air, timed with the flying bullets, which blow from a vent in the head-rest, as the seat itself shakes and rumbles in sync with the explosive sound effects.
This immersive experience, powered by U.S. based MediaMation’s MX4D technology, is one of the multiple theater formats installed at leading Indian chain Inox Leisure’s flagship Mumbai property. Located at the Inorbit Mall in the city’s Mulund suburb, the 11-screen property, which was recently rebranded as Inox Megaplex, covers 60,000 square feet and entailed an investment of $7 million (500 million rupees). With its dazzling and expansive lobby and interior design aesthetics which won’t look out of place in a luxury hotel, the Megaplex features the largest number of theatre formats at one location anywhere in the world, according to the company.
In addition to one MX4D screen, the formats include India’s first Screen X theatre, installed by Korea’s CJ 4DPLEX, which offers a 270 degree viewing experience via multi-projection technology, Samsung’s Onyx LED screen, two IMAX screens and four luxury cinemas under the Inox Insignia brand equipped with laser projection and Dolby sound which offer on-seat butler service featuring gourmet food curated by celebrity chef Vicky Ratnani. Also included is a specially designed colorful cinema for kids which offers its own food menu.
Source: The Future of India’s Movie Theaters | Hollywood Reporter