“We definitely look forward to expanding our Bio-scope brand beyond West Bengal borders. At present, we own and run three ‘Bio-scope’ multiplexes. Besides, we are running eight single screen theatres across the state. These operations and activities are extremely time consuming and need close monitoring all the time. Our priority is to consolidate our existing acquisitions and eventually look beyond Bengal. The sooner the better,” said Dutta.
The company at present runs multiplexes in Kolkata, Durgapur and Haldia. Neighbouring Agartala in Tripura, Patna in Bihar and Guwahati in Assam could be some of the next port of calls for Bioscope.
While expanding its multiplex chain over the next few years, the company has lined up plans to cover as many tier-II and tier-III cities across the state (and then country) as possible.
The company has always preferred building multiplex from the scratch and building the infrastructure according to the needs and requirements of the catchment area and going forward also the strategy will mostly remain the same.
Dutta told, “Most definitely tier-II and tier-III cities and district towns have huge potential and can be great revenue earning sources. We are trying to make an entry into these pockets as there is always scope for growth. Bioscope is most certainly ready to take on any sort of competition head on from other leading domestic and multinational multiplex chains. Bisocope, as a multiplex brand has already established its name and position in the state. The other advantage being that our parent company Priya Entertainments already has a strong brand value associated with it, which has already helped Bioscope to get a respectable place in the cinema exhibition business. As a company we strive to offer the best for our customers and provide them with a complete cinema experience.”
Success of multiplex business, according to Dutta, largely depends on the type of film releasing. For example, an urban genre film will not necessarily do the business it does in the metros.
So the choice of film being screened is vital. The content of the films are very important.
As of now, only commercial films, be it in Hindi or Bengali, attract audiences in the smaller towns. In a tier-III city like Haldia, or in any other small town for that matter, the multiplexes cater to both the classes and the masses.
Significantly, the group has its own production and distribution companies like Piyali Films, Priya Films, Purnima Pictures and Paramount Pictures and that has been of great advantage while spreading the wings of its multiplex chain, he said.
The company is also in the process of installing 64 Dolby Atmos speakers and sub-woofers to give the audience a special movie-viewing experience.
Unlike Dolby Digital which had a 5.1 surround sound, Dolby Atmos has 16.1 surround sound, so there will be a major leap in effect. Such upgrade entails an investment of Rs 27 lakh per theatre.