- (EYEMAX - Maximum view for eye).
The opening of the IMAX Theater in Hyderabad marks a new
epoch in the evolution of Indian cinema. Having revolutionized
the movie viewing experience world wide, this technology
is all set to make a paradigm shift in the Indian Cinema
as well. The fact that our capital city has the first IMAX
Theater in the entire South India ipso facto makes this
event more significant to us. Prasad's IMAX theater that
was flagged off to the Hyderabad public on 25th of July
has the following distinctions
India's First IMAX theater
3rd IMAX theater
largest 3-D IMAX screen
Prasad's IMAX multiplex is located on the banks of Hussain
Sagar lake at the heart of Hyderabad. This IMAX multiplex
is a part of Buddha Purnima project area, which is an initiative
of AP Tourism department. With this, Prasad joins the big
league of 225 IMAX theaters that are spread across 30 countries.
L.V. Prasad group has a long association with Indian Cinema.
It now is a well-diversified group and has been instrumental
in bringing several advanced technologies from the West
to the Indian movies. Over the years, its focus has been
to constantly innovate and diversify into several aspects
of film making, manifested in various spheres, such as Prasad
Productions, Prasad Film Laboratories, Prasad Video Digital,
EFX and now Prasad Media Corporation Limited. Prasad Media
Corporation now holds the distinction of bringing the first
ever major entertainment center in India. Called the Family
Entertainment Center, it is an ambitious and a very forward-looking
project that has an IMAX 3D theater with the screen as big
as a six story building.
is IMAX technology?
IMAX Company, head quartered in New York and Toronto, is
one of the most reputed entertainment companies in the world
that has produced several entertaining movies like T-REX,
Island of Sharks etc. The word IMAX is derived from maximum
image. People who got a chance to watch a movie in the IMAX
equivocally opine that it is the largest and most exciting
film format in the world. IMAX 15/70 image screen is ten
times larger than the conventional 35 mm film format and
three times larger than the conventional 70 mm film format.
Needless to say that it "is the ultimate experience
in film exhibiting technology and film viewing".
specifications at Prasad's
The Prasad's IMAX theater features world's most powerful
projector that beams on 29 meters wide and 21.93 meters
high screen. It also has a six channel sound system that
puts across 12,000 watts of digital surround sound. There
are 44 custom designed speakers equipped at strategic places
in the theater to give the complete digital experience.
This IMAX screen has 15-perforation and 70 mm format instead
of usual 5-perforation and 70mm format. The 'rolling loop'
technique ensures the smooth run of the movie on the screen.
A 61.5 crores project
Prasad's IMAX multiplex is spread across an area of 2,35,000
sq ft. The project cost is about 61.5 crores. The promoters
Prasad group have chipped in 26 crores while IDBI, Andhra
Bank and Punjab National Bank are funding this project to
the tune of 30 crores through term loans. IDBI is also participating
in the equity with Rs. 5 crores of funds.
Multiplex in Hyderabad
This Prasad's entertainment center also sports five 70 mm
screens along with the IMAX screen. Out of these five screens,
four are being used for public exhibition and one screen
is reserved for private shows. Along with the screen, the
Prasad's also has foot courts and shopping malls that are
spread over three floors of approximately 70,000 sq feet.
The entire multiplex is centrally air-conditioned one.
price (flat rate)
(mon, tue, wed, thurs)
6 (fri, sat, sun)
(for all 4 screens together)
IMAX Mutiplex review (by Jeevi)
upon a time, Maheshwari theater in Kachiguda used to be
the pride of Hyderabad when it came to cinema. Then Sangeeth
cinema hall in Secunderabad gave the taste of latest sound
techniques like Dolby and DTS with the advent of films like
Jurassic Park. Then came Hi-tech
theater - the plush and posh cinema hall that offers
the best of the luxuries. Then followed theaters like Sensation
in the same mould. Now comes Prasad's IMAX - arguably the
best in the town, which has at least one show every one
hour between 11 am to 10 pm everyday.
visit to Prasad's multiplex gives a new experience all together.
Its slick. It's huge and it's amazing. This multiplex has
four floors. The basement has spacious
car parking facility for a fee of Rs 10/- per vehicle.
The aisles around the multiples are used as two-wheeler
parking area for a fee of Rs. 5- per vehicle. The first
floor consists of food courts and shopping mall. You can
to reach the floors above. The 2nd floor has the entrance
to the IMAX screen. The third floor has the exit from IMAX
screen. The two floors are supported by lounge
area with comfortable and cushy sofa sets. The fourth
floor has 5 regular screens that show English, Hindi and
need to get your ticket booked in advance at the computerized
ticket counter, where you have the facility to choose
the available seat of your choice. You would be given a
printout as a ticket, unlike the custom designed manual
tickets that are issued in general theaters. These tickets
would have 4 copies. One copy would be retained by the guy
at ticket counter. 2nd copy need to be presented to the
guy at the entrance of Prasad's entertainment center. 3rd
copy would be taken by the attendant at the screen and 4th
copy would be retained by you.
you enter the theater, you would be greeted with willing
attendants who show us the seats. The interiors of theaters
are extravagant with carpet walls and floors. The stairs
and aisles are etched with tiny lights so that people can
easily watch out for their steps when entering the theater.
Each and every seat is equipped with a cool drink holder.
The seats are very comfortable. However the leg space between
the two rows is nothing to boast about. If you wish to go
out in the middle of the show, its pretty difficult to travel
because your knee would be bumping into the back of the
heads of people who are sitting in the row in front of you.
IMAX screen, you need to be there inside the theater 5 minutes
before the show. Cameras (still, digital and video) are
not allowed inside. You would be given an introduction about
the theater's unique features through voice over before
the start of the film. (just like the instruction given
in flights before the take off). Since the duration of 'The
Everest' IMAX film is 45 minutes, you are not allowed to
go out in between the film.
the Hyderabadis, who are used to 2 and half hour films,
its rather a strange experience to watch a film of 45 minutes
duration. That too for a ticket price of 125/-. However,
it's a great experience all together to watch breath-taking
locales on such a giant screen. The initial films that are
going to be screened in this IMAX are going to be mostly
of educational ones. The IMAX converted movies like Apollo
13 and Lion King are expected to release very soon. Currently,
the IMAX screen is only screening 2-D films. The 3-D films
would be screened from October onwards. The ticket rate
for 3-D films is expected to be Rs. 150/-.
a lighter note, you can find the good 'color'ful crowd at
this theaters all the time to feast your eyes. You can visit
this theater for the first time for the kind of captivating
experience it has on you. And you get hooked on to it so
much that if that film is playing at Prasad's you won't
bother to watch that particular film anywhere else in Hyderabad.
the multiplex is the wonderful place to be in at anytime
in Hyderabad city, there are only two minor negative points
one can observe at Prasad's.
Less leg room for regular theaters in multiplex
- The space is less for the ticketing counter. If a Telugu
movie of a big star is released in this theater, it would
be virtually impossible have a big queue.
is one suggestion from a regular visitor of Prasad's who
traveled 3 times to get an opportunity to buy a ticket.
One has to travel to the theater all the time to do advance
booking. The advance booking opens at 10 am. Offering of
services like Tele Booking or internet booking would do
a world of good to the Prasad's Entertainment Center lovers.
to Ramesh Prasad and Sai Prasad for bringing the best entertainment
center in India to Hyderabad.
read idlebrain.com's review of Hitech theater in Hyderabad.
The technical writeup for this article is given by Shri
He has also done a beautiful multimedia presentation on
IMAX technology. Access it by clicking