Multiplexes to multitask!

The multiplex chains, while trying to persuade the State Government of Maharashtra to withdraw the lockdown on the cinema halls, have also taken a positive step forward and decided to venture into the restaurant business. At least one prominent cinema management, INOX, has announced the start of a dining service.

These cinema properties have spacious lounges which they plan to use to accommodate the diners. And, one need not buy a cinema ticket to use the dining facility. Of course, the multiplexes have been in the catering business of sorts, so far serving refreshments through their cafeterias besides serving limited what may be termed as light meals or heavy snacks which includes a variety of Indian and international cuisines from their pantries.

Besides, making the patrons keep in touch with their local cinema, which they seem to have turned indifferent to with this year-and-half long lockdown, the scheme may also prove more productive in the future when the cinemas reopen. It would be an attractive and convenient idea for the patrons to follow a film with dinner, or vice a versa, something often done at different locations.

It is not the core business of the cinema managements to conduct such a business as dining and catering as such. For online table bookings, INOX has availed the services of the restaurant search app, Easydiner, which offers a handsome discount of 25 per cent along with the facility of table booking without a charge either for booking or for cancellation.

As they say, the way to a man's heart is through his stomach.

Last year, Carnival Cinemas too ventured into the cloud kitchen business by launching a wholly-owned subsidiary — Purple Foods & Beverages Pvt. Ltd. It has five labels catering to different tastes and preferences. But, that is branching out and some of the cinema properties have been turned into cooking facilities with plans to add more properties for the purpose.

Meanwhile, the cinema chain managements are vigorously trying to convince the Maharashtra Government, where the lockdown is still in effect on cinema halls, to withdraw it. Between the two of them, Maharashtra and Gujarat give over 35 per cent to 40 per cent of the all-India business, with Mumbai city suburbs contributing about 15 per cent. To convince the government, a press release has been issued listing the pros and cons of the effects of the closure.

According to the press release, the 1,000 cinemas in the state employ lakhs of people. Now, this has been a regular refrain of the cinemas that the lakhs whom they employ are suffering. Basically, all modern businesses like to deal with one source and not scores of employees and, hence, they outsource such jobs. These lakhs would not have starved for 18 months and found alternate employment. Also, the cinemas, which are appealing the authorities to vaccinate their employees, except for INOX, never seem to have taken the initiative to organise a vaccination drive for their staff like a lot of other organisations did. (IANS)

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