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Big Cinema in Sivakasi-An exceptional cinema concept

by Nina Molter, Germany.

When entering a movie theatre, every single spectator might have different expectations and wishes, but all have only one aim: emerging from reality and the ordinary world and spending a certain while in different times and spaces. To fulfill these expectations, movie companies try their best to make their theatres as comfortable and attractive as possible. One of those places where staff and administration work hard to create a familiar and cosy atmosphere is the "Big Cinema" in Sivakasi.

"Big Cinema" is the biggest cinema chain in India. In 1978 the so called Adlabs Theatre was founded and after entering the multiplex business the name was changed and "Big Cinema" was created by Manmohan Shetty in 2001.

The movie theatre in Sivakasi was opened on the January 26, 2007.Altogether there are 991 seats provided, 691 in Screen 1 and 300 in Screen 2. Kalai Selvan, the managing director, was transferred from Madurai to Sivakasi on April 8th 2008. His main working fields are administration and the organization of staff, including watchmen, canteen personal and supervisors. Kalai Selvan is a man with visions and an exceptional working philosophy. Every customer who comes to his movie theatre is not just a nameless visitor; everyone is invited to give helpful suggestions for improving the service. Kalai Selvan explained to us that the main reason why he loves his job so much is his passion for interacting with the local people; this implies a close contact between service personal and customer. One member of staff is the watchman K. Soundarajan who has been working at "Big Cinema" Sivakasi for about fifteen months. With more than fifteen years of work experience in different other places Soundarajan knows how to get along with the crowd rushing into the theatre hall during the weekend.

Due to the good reputation of being a very safe movie theatre, especially families and students visit "Big Cinema" regularly. We have met Pandia rajan and his sister with her children who were about to watch the Tamil movie "Ayan". He explained us that he appreciates especially the family-friendliness of this place. "Quality, Hygiene and Safety" are the three keywords that describe best the strategy of "Big Cinema", Sivakasi. To ensure the most possible comfort, it is possible to book tickets via internet. Another specialty of "Big Cinema" is the specific prevention of a black ticket market. Therefore only tickets directly bought at the counter are valid.

"Even though movie theatres seem to be timeless institutions which have attracted young and old spectators in the past as well as they will in the future, it is always important to be cooperative for changes." Kalai Selvan explains us. While in the past people preferred tragedies or comedy films, nowadays the trend also goes to horror movies. Especially for the managing director of a movie theatre, it is therefore important to be up to date with new inventions and improvements in the film industry. Kalai Selvan confessed that he can't always watch all the movies shown in his cinema. Personally he likes to watch all different kinds of films, including foreign language productions. This goes along with a passion for traveling, seeing new places and meeting all different kinds of people.

In Sivakasi the strategy of working closely together with the customer does not only affect the service staff but also the choice of film programme. Only Tamil movies are shown, which might be an explanation for the great success of "Big Cinema" throughout India. While even Hollywood and the big film companies are negatively affected by the DVD-market and internet platforms that allow the gratis download of films, Kalai Selvan didn't recognize a decline in visitor numbers in the past years. On the contrary, Tamil film business could observe an increase in customers. Apparently, Indian people still like to share experiences and emotions in a community. When the hero appears at the large cinema screen and people start whistling this is an extraordinary moment that can't be provided by television entertainment at home. Many spectators like Tamil movies because in the stories they recognize themselves, their daily life but also hidden dreams and wishes.

The film market is a fast moving and always developing business. Seeing and experiencing new and exciting places everywhere in the world without even moving from a chair has already fascinated several generations.

When I came to "Big Cinema" to watch the new action movie "Ayan" I was surprised of the friendliness of the staff and the noticeable familiar atmosphere, although it is such a big and modern establishment. Simple strategies are quite often the most effective ones and "Big Cinema" Sivakasi is an example to show that quality and safety are essential for running a successful business. In my opinion, "Big Cinema" Sivakasi is the perfect place to take a timeout from reality and enjoy the various surprises that Tamil film industry has to offer.

Big Cinema Sivakasi

Screen 1:
Seat Prices
Platinum: 55 Rs
Gold: 40 Rs
Silver: 10 Rs

Screen 2:
Platinum: 55 Rs
Silver: 10 Rs
Ticket reservations: www.bigcinemas.com/IN/