The Kelvin cinema hall, which was sealed in February 2005 by Kamrup district sdministration for allegedly screening an obscene movie. Picture by UB Photos

July 23: With their survival at stake, the city’s cinema halls are going all out to reinvent themselves. These were halls of fame once, to which viewers flocked in droves to watch the latest blockbuster: two to three hours of golden magic on the silver screen.

But not any more. Faced with the invasion of multiplexes and the threat of cable TV and DVDs, Anupama and Rupayan cinemas have already turned themselves into shopping malls. And Udeshna closed down just this month. Hall owners have realised the need to woo back the crowds.

The Eastern India Motion Pictures’ Association, the apex body of film distributors, has adopted a slew of measures to modernise these theatres. This entails banding together all cinema hall owners in a single forum.

Association chairman Phani Sarma, who is the owner of Anuradha cinema, said it was high time that hall owners went in for modernisation. “At a time when people prefer to go to multiplexes to enjoy movies, city hall owners cannot afford to just sit back and expect profits to roll in. They need to go all out to attract film buffs. Audiences are now discerning; they go to watch hits only in those halls where the infrastructure is good,” he pointed out.

Sarma said the association has sent a questionnaire to all hall owners, asking them to highlight their problems and plans to modernise the halls. The association will hold a conference next month to discuss their present condition.

According to Sarma, architects, designers and owners of some multiplexes, including Inox (of the metros), will attend the conference. They will give final shape to the blueprint.

Immediately after the conference, the association will meet chief minister Tarun Gogoi and submit the modernisation plans. “The entire exercise will be completed within August. In its budget for the current financial year, the government has also indicated that it will lend a helping hand to improve the condition of the halls. We are optimistic and will do our best to resuscitate the halls,” he said.

Modernisation of Anuradha cinema has already begun, Sarma added. Sajjan Agarwal, owner of Meghdoot cinema, said modernisation is the only option left to hall owners.

Agarwal pointed out that hall owners have fallen on hard times owing to the threat from cable television and early releases of VCDs. “Apart from screening movies, we have to attract patrons by providing various amenities inside the halls. I am also thinking of renovating my hall and provide facilities like a cafeteria and a cybercafe,” he said.

S.R. Goenka, owner of Pragjyotish cinema, supports the move to modernise halls. He added that hall owners are pinning their hopes on the Tarun Gogoi government’s policy on movies to earn profits. Out of 11 halls in the city, only a few are making marginal profits.

Anupama cinema was closed down in mid-2003 as it was running at a loss. The hall has now been turned into a market complex. Another hall, Rupayan, was turned into a posh market complex at Fancy Bazar, as the owner was unable to shell out the sum of Rs 25 lakh needed for its renovation.

Udeshna cinema hall was closed down just this month after a petrol pump, constructed inside the complex, was demolished. The owner said he is not in a position to operate the hall anymore.