August 7, 2008

It’s Prasad IMAX for the ordinary, Prasad Multiplex for the Class and simply Prasads for the elite. Seen from the angle of an IMAX freak, the Prasads had truly fixed Hyderabad on the world’s tourism map. More than that, this modern cluster of theatres called the multiplex brought a new sheen and corporate entity to the Entertainment industry in the South. Prasad The Experience - is into its VI anniversary. It robbed the hearts of Hyderabadis from all walks of life. It is more than a mere entertainment zone. It is now the cynosure of our state capital. Marking the occasion, here’s Idlebrain’s special complement for the Prasads.

IMAX rather than Golconda or Charminar
With its five regular and one IMAX screen, the multiplex turned into a haven for the city populace. Its magnetic pull is such that you don’t feel like watching a newly opened movie at your locality. But, you prefer to hit the trail to Prasad IMAX all the way from outskirts Miyapur or Dilsukhnagar. Involuntarily, the multiplex patrons force themselves to experience not only the glitz, but also the traffic snarls en route. Set aside the peripheral tissues around the multiplex. It’s really a wonderland for many a visitor. Not to exaggerate, people from various corners of the state or neighborhood invariably keep in mind – Yes. A visit to Hyderabad sans a visit to IMAX is futile. The children would love to experience the IMAX rather than a live trip to either Golconda or Charminar.

Trendsetter in Entertainment
When the mega structure came up from a mini-wilderness circled by the concrete jungle, there was a big criticism that the government budged to the private sector. Such a complex would be a blot on the native tradition and customs. It’s all the conspiracy of the corporate world! Just five years! Leave alone any threat to the traditions, Prasad Multiplex turned into a trend setter in the Entertainment wing, changing the whole lifestyle of the city elite.

Entertainment does not end in movie screens
The Prasads definition of entertainment is not just screening movies. There is a big entertainment center in the first floor that consisting of Mirror Maze, Scary House and 4-D FX. The latest entertainment show 4-D FX is a big hit with both children and adults alike. The fun factory in the 2nd floor which consists of video games buzzes with kids all the time.

Hit formula of make belief
A private study observes that about 15 to 20 percent of the audience who come the Prasads is regulars. Just like smoking or booze, a visit to the Prasads has become an addiction. Such segment goes there not for mere watching of a show, but they enjoy the ambience. Sitting on the steps, the jealous youngsters watch the pageantry-like gush of lovely and bubbly girls enjoying the company of their guys. An aunt or mama would love to relish the sweet corn while watching the screen. Whether the movie is a hit or flop, they are least bothered. After all, they are happier with the surroundings. Suspended animation for a couple of hours is what all about the Prasads.

On behalf of the Multiplex lovers, particularly that of the Prasads, Idlebrain thanks Mr. Ramesh Prasad and Mr. Sai Prasad for all their tireless zeal and visionary advancement in the Entertainment sector – Making Hyderabad next only to Mumbai. At the same time, we put forth some naked and yet ugly observations of the patrons.

The brickbats
The absence of a customer support centre is a worried aspect. Tiny elevators with no downstairs facility are a big fuss to the old and women in particular. Ticket booking norms need to be made more user-friendly. The double security frisking – on the approach and at the entrance – is appreciated, but the exercise needs to be a little more sophisticated. The leg room in auditoriums is less. The patrons who watch films in screen 5 (mini auditorium) feel the pinch because seats are not convenient though they are been charged the same 100 bucks like screen 1-4. The excessive advertisements (not even wasting the walls in restrooms) mar the beauty. The descending usage of escalator for the people who saw the last show is stopped (it used to be working in the initial years). Of course, these are all the problems which could be solved right away with little but concerted efforts.

They already gave you. What about you?
Believe it or not, there are multitudes of families in Hyderabad who have only seen the Prasads while moving in buses. Their minds are full with foregone conclusions that the Multiplexes are not for the common man. It is high time something concrete is worked out to reduce the ticket prices – though not drastically, but to really possible levels. The government should also take the lead in this matter. After all, the citizens of Hyderabad are possessive of “Prasads the Experience,” despite the growing Multiplex revolution in the city.