Multiplex magic pales but show goes on at City Pulse

When it opened, it was literally the City’s Pulse. Getting a ticket at the State’s first multiplex and one of the country’s best was a Herculean task. The ‘house-full’ board was a common sight and to be seen at the multiplex was considered the ‘in-thing’. With telephones at the advance booking counter ringing 24 hours a day, City Pulse was literally the entertainment hub of the city.

Two and a half years later, the pulse is beating slower. With other more strategically located multiplexes coming up, City Pulse seems to have taken a backseat, a fact owner Ashok Purohit admits. "Things are definitely not the same as they were before," admits Purohit, but adds that he is not worried.

When City Pulse started in 1998, it changed the whole movie-going scene in Ahmedabad. "Here was a theatre that held people in awe with ifs grandeur. Till that time, people were used to going to dirty cinema hall with paan stains on the wall, rickety seats and bugs," says Suhas Mishra, who was a regular at City Pulse when It started. "When City Pulse started it was an experience in itself, with it aquarium, its plush interiors and so many screens. And, with two or three movies at the same place, you didn’t have to hop from one theatre to another in case it’s house-full."

But the charm faded as soon as more multiplexes came up. Anumpam Patel, a movie buff, says the difference was immediately noticeable. "If City Pulse changed tire movie-going scene, other multiplexes changed the entire lifestyle of Amdavadis introducing shopping, music, games, restaurants at the multiplexes." Says Mona Bhaskar, "A few years ago who would have thought that you could spend an entire day at a theatre? Multiplexes in Ahmedabad today can entertain you the whole day and watching a movie is just a part of it. There are restaurants which serve all kinds of cuisine, ice-cream parlours, shopping malls, showrooms, music, video games and entertainment for children. Once you get used to all this, you miss it at City Pulse which only has the five screens and a restaurant," she says.

Swati, a student, says the distance factor matters a lot and although she likes City Pulse, it is the multiplexes’ nearer home which she frequents. So, the multiplex which changed the culture of movie-goers is on the wane now. "Without all the facilities and entertainment located in one spot, you don’t feel like going to City Pulse anymore," observes Rabul Patel, a glass trader.

"When there was only one multiplex, everyone made a beeline font. But today, we have so many options and many multiplexes which are closer. That’s why no one prefer travelling so far," says Santosh Nathani, at avid movie-goer. "When it started, tickets were never available and advance booking was over even before you decided to go fora movie. Now, you get tickets for whichever screen you want," movie-buff Archana says.

However, Ashok Purohit looks at things differently. "I never started City Pulse as a commercial success, it was more of a 'close-to- the-heart' project," says Purohit. Purohit says his project has been commercially viable as he went for minimum investment. "We invested Rs 10 crore which is the lowest investment in a multiplex and moreover, we had a good 20 months time-during which no other multiplex came up—to make up the investment and the profit," says the owner. Moreover, the philosophy is different from other multiplexes, says Purohit. "I also wanted to develop this place as a cultural centre of the city and that’s why we have an ampho-theatre, an art gallery and a 300-seat hall for classical and folk performances" says Purohit. "Let the other cinema halls make money. For me, the movies I show will only help the multiplex to survive financially," says Purohit.

Republished from The Indian Express