Salt Lake’s Sector V has finally got its own silver screen. The Reliance Anil Dhirubhai Ambani Group-backed Adlabs Cinemas — the latest entrant to the city’s ready-to-boom multiplex market — threw open the doors of its first property in eastern India last Friday. Located at RDB Boulevard, just a shout away from Infinity Building, Adlabs Cinemas is exactly what the tech township was waiting for.

With wide viewing screens, plush audis and a plethora of food and beverage options, Adlabs hopes to make it big in a city till now dominated by INOX and Fame.

THE SCREENS Adlabs has three screens with a total capacity of 1,038 seats. Screen 2 at 453 seats is the largest. The audis are divided into two classes: the Gold Class (front seats) and the Platinum Class (rear seats).

Equipped with the latest technology in terms of DTS sound and Xenon projection systems, Adlabs clearly means (show) business. Step lights with the seat numbers marked on them, push-back seats and ample leg space define the newest plex in town.

SIP & BITE

There is a lot to munch on too at the plex dominated by the colour red. A row of snack counters serves a variety of film food ranging from sandwiches and hot dogs to nachos and corn, in addition to the regular popcorn and cola. “We will soon have ice-cream counters and also a section serving south Indian food,” revealed an Adlabs official.

Ticket prices suit every pocket. While a weekday morning show is priced at Rs 40, the weekend morning shows are tagged at Rs 50-100. The highest price for a ticket is Rs 200 — for a platinum seat on a weekend post-morning show.

THE TARGET AUDIENCE INOX (City Centre) and 89 Cinemas may be too close for comfort, but Adlabs doesn’t seem too worried. After all, its primary target audience is the IT professional of Sector V. “We decided to open a plex in Sector V because our market research told us this is where the city’s upwardly mobile population can be found,” says Anjali Malhotra, brand communication manager, Adlabs Cinemas. It plans to cash in on the location by extending special booking privileges and discounts to the Sector V crowd.

TOMORROW

Adlabs hopes to introduce late-night shows soon — the first for a plex in town. “But there are no plans to open any other plex in the region as of now,” said Malhotra.