Urvashi Theatre: A film buffs’ treasure
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| The 45-year-old cinema has received a 21st century makeover. |
By Tej Sapru
BANGALORE (Sept. 29)—Urvashi Theatre is reversing the trend of multiplexes phasing out single-screen cinemas.
The 45-year-old theater, located on Lalbagh Road, experienced a dip in attendance when multiplexes first took over the industry, but the owners successfully fought back by investing in technology.
“We are the highest-grossing screen in India,” said Amit Gowda, the owner of Urvashi and grandson of the original creator.
In direct competition with even the biggest multiplex chains—the number difference is significant.
When the blockbuster hit Avatar released, the theatre made nearly  3 million in six weeks, a figure that PVR Bangalore took nine months to equal.
Even the competition acknowledges that the experience is special.
“Urvashi has gotten advanced—they have the best technology in the world, plus they have history,” said Prabakar, the Manager of Vision Cinemas, a multiplex located in the neighborhood.
Multiplexes file lawsuits against Urvashi
Not all of the multiplexes are as open-minded. Gowda says some multiplexes have filed lawsuits against them for the sound system they have installed.
“They are scared because a multiplex does not have the capability or the space to invest in the same technology,” Gowda said.
The success has led to exclusive contracts with studios including Paramount and Dreamworks under which Urvashi screens their premieres.
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“Its not about money—it’s about passion,” says Amit Gowda, Urvashi’s owner. |
Urvashi to have ‘alternative screenings’ by October
The high visual and sound quality has led the ownership to believe that there might be an audience for “alternative screenings.”
The group is planning on screening events like big sporting occasions or music concerts live via satellite, in 3-D. They believe that the technology they have invested in the theater will bring in audiences.
Technology installed
Some of the technology installed at the theater includes:
- A 16.1 SurroundSound Meyer system—the same technology used in outdoor concerts around the world.
- Twin 4K projectors that offer a 3-D experience at eight times the resolution of high definition.
- Custom built 3-D goggles with sensors and LCD screens for lenses.
- By the end of October, Urvashi will have installed specially designed leather seats that use memory foam, and are designed to mimic the experience of La-Z-Boy reclining chairs.
User reviews reflect audience’s appreciation of the upgrades. On Google reviews Urvashi averaged a four-star rating out of 41 entries.
One reviewer called it “the best theater in Bangalore for sound effects and 3-D movies.”
Still cheaper than a multiplex
The technology has not led to an increase in prices; tickets range from 150 to 200 for a 3-D movie—almost half the price of going to a multiplex.
The theater makes its money from seating capacity instead of highly priced tickets.
With 1,100 seats in the theater, the numbers can be quite significant. At 100 percent capacity it can seat as many as 15,000 people over a single weekend—a figure it hit last week.
The business model is successful and is being adopted by other single screens, Mukunda, Lavagnya and Everest theaters have also invested in high tech sound and projection equipment.
“We don’t think of multiplexes as competition, they can not match us on quality,” said Ashok Nagappa, technical manager at Mukunda Theatre.
Despite the financial success Gowda, maintains that “for us it is not about the money—it is about passion.”
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