The case for alternative movie theatres…

As the standoff between Bollywood and multiplex cinema owners continue, and as we are relegated to having no choice at all in way of viewing new movies, a pertinent question to be asked is – isn't there a third way out, one that will not only give us more choice but choices that are different and in most cases much more enriching?

I am putting forward the idea that there should be an alternative movie theatre that will not showcase the usual movie fare that can be watched everywhere (and all cinema halls have begun to look the same anyway). While Bollywood and select Hollywood movies get good exposure due to default (they are always considered to be crowd pullers), the independent movies (both Indian and foreign) are left with a select audience and never get the popularity they deserve (In India that is). And why only independent movies (or Indi movies as they are popularly known), the best of world cinemas are available only at certain film festivals (and there also, many show old classics – we know Kurosawa was good, we don't need to be reminded) and not otherwise.

Why isn't there a chain of theatres showing these movies? True, there will be a select audience at first but once awareness grows and with proper nurturing, I do not foresee that more people wont throng to these halls (Little Miss Sunshine is an Indi movie – but with the marketing effort, it has a cult following in India). And keep the basics intact and take away the frills. We don't want popcorn served at the seats. If necessary people can bring food from outside. Appeal to their good senses to keep the premises clean. Its a wonder how many times that works, when communicated well. Delhi Metro is a case in point. Bring down the cost of the movie going experience. Give them the margin to experiment. People like value for money.

I am sure that like me, many people are sick of the daylight robbery that the PVRs and the INOXs commit in the name of providing entertainment. This model can provide good cinema at the rates possible to see more than one movie in a day. This model works in western countries (an example) and there is no reason it wont work here.

The popular wisdom is that people don't like serious (which just means non-Bollywood style) cinema. As with so many popular understandings, this too is wrong. Any film festival is a testimony to that. The enthusiasm is there among people who want something different than the usual fare. It needs to be captured and channelled and word of mouth will take care of the rest. That's how the best models grow. The discontent with being ransomed with poor quality stuff is untapped but high.

And when you showcase the gems from the world around (and its incredible the amount of good cinema being made around the world, in countries you wont even give a second thought to), people would start giving second thoughts to watching hollow, poorly scripted escapades for 180/-. And they will also realize that the movie is the experience, not the popcorn.

As for me, for now, I would just pick up my laptop and watch from the collection I have on my hard drive…Someday I hope watch it on the big screen.

Technorati Tags: PVR,Movies,Cinema,alternative cinema,india,multiplex,indi movies,foreign movies