Cinema houses go all out to lure viewers with free services like foot massagers and stain removers
Cinema houses go all out to lure viewers with free services like foot massagers and stain removers
Multiplexes lured filmgoers from single-screen theatres by providing comfortable seats, more for the palate and a comfortable three hours at the movies. That experience is about to get even better with some more facilities.
Now, when your child stains his T-shirt with ketchup while he's digging into his overpriced samosas, there'll be an attendant nearby to remove the stain.
And when your jeans tear embarrassingly, you can get it sewn with the sewing kits available.
Free for all
"The viewer will get the same sound and picture quality at every cinema. But we provide several additional services," said Ashish Saxena, COO (South and West), of BIG Cinemas.
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Cinemax too is doing all it can to make moviegoers choose them over the others. "We'll help them unwind while they are with us for three hours," said Devang Sampat, VP (marketing and programming) of Cinemax India Ltd.
Cinemax will soon provide leg massagers at the seat on request, which can be used while watching the movie. There will also be an attendent who will polish or clean shoes.
"We already have a shoe polishing machine, but now we'll also have an attendant who'll do the same. We are yet to decide whether customers will be charged for it," said Sampat.
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All other services are free.
Patrons excited
Film buffs are obviously excited. "This is awesome. The lens cleaner idea is wonderful, as I sometimes catch up on a movie after work.
The cobbler service will also be to my advantage," said Aditya Sen (24), who works as a career counsellor at Andheri.
Added Meenakshi Rao, a housewife from Jogeshwari, "Stain removers are very important.
My three-year-old son spills a soft drink on his clothes and it's a pain to clean the stains later. Also, a foot massage while watching a movie should be a relaxing experience."
8
BIG Cinemas in Mumbai, compared to 13 Cinemax multiplexes
Free Services
First-aid kits, foot massager (on demand), lens cleaner, stain remover, shoe polish, blankets (on demand)
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