Cinemas and movie theatres have been treated like a mixed blessing in our fair country.
Whereas it was mainly in Peshawar and the more troubled Northern regions where a movie theatre faced grave security risks, the memories of how Melody Cinema was burnt down by an unruly mob in G-6 still remain fresh in the minds of numerous Isoolites.
Coupled with the fact that the Nafdec Cinemas in Blue Area were also quite hastily shut down, it truly was a blessing for movie loving Islooties when the region’s first major multiplex was opened in the form of ‘Cinepax’ about four years ago in Rawalpindi.
By completely revamping the movie going experience in the region, Cinepax offers a Western style multiplex complete with nachos and buttered popcorn.
With a seating capacity of nearly 1400 movie-goers Cinepax with its five screens and comfortable seating holds the monopoly so far with the best movie-going experience in the twin cities.
Despite the relatively higher ticket prices as compared to older, local cinemas, this cinema usually targets the more well-off middle to upper-class people.
By creating an environment that is more conducive for a family, Cinepax has become extremely popular among toddlers and teenagers, most of whom can be seen unaccompanied by their parents. The more raucous and rebellious crowd seems to be checked at the gate with strict security measures exemplified by for instance, the confiscation of even cigarette packs and lighters.
In an exclusive interview with Ahsan Khan, Cinepax’s current manager, Islamabad Dateline got a unique insight into the movie theatre’s future plans. Speaking about how Cinepax has contributed to the twin cities’ social milieu, he emphasised how it was important to have properly equipped cinemas if the country’s own film industry was to flourish.
“If Pakistan starts making good movies like ‘Khuda Ke Liye’, there is first of all great potential in the Pakistani film industry. Similarly if we keep showing Bollywood movies instead of banning them, then definitely more and more cinemas will come up and the people of Pakistan will have some entertainment in the country. Also it will create competition between Bollywood and the Pakistani film industry which will lead to good movies.”
So far, the films which are most frequently run in the cinema are usually Bollywood hits, followed by major Hollywood movies. The only Pakistani films which got serious attention so far have been ‘Khuda Ke Liye’ and ‘Ramchand Pakistani.’ The usual run-of-the mill Lollywood hits have been pretty much ignored and for good reason.
“I would love to have a wider range of quality Pakistani films to select from. They don’t have to be like Indian movies, just something the whole family can perhaps enjoy together.”
The inclusion of a small snooker club and a host of video games in the ‘Tribal Gaming Zone’ also offer a more diverse range of entertainment for the more youthful. Again it’s a place where the whole family can spend a few oblivious hours glued to a screen.
Speaking about Cinepax future, Khan was keen to mention the latest innovations the company was planning. “Cinepax is expanding quite quickly across the major cities of Pakistan. We are starting soon in Karachi with the 3D screens in it as well. 3D will also be launched in Cinepax Rawalpindi. Similarly within a short interval of time Cinepax will be all around with the latest technologies in all the major cities.”
Currently the cinema has a Tuesday offer in the form of a ‘Buy 1 get 1 Free’ deal on movie tickets. Their membership also offers a host of prizes and deals in the form of free giveaways and discounts on posters, movie tickets and snacks.
Currently the World Cup matches which are being aired on the big screen are drawing in huge crowds of fans to the multiplex.
Sporting team T-shirts and painted faces, watching the match in a movie theatre amidst a lively crowd of supporters has become a good alternative to watching the match live, which our troubled country has been deprived of since that fateful attack on the Sri Lankan team in Lahore. Here’s hoping that Cinepax continues to innovate and re-invent the movie going experience for the twin cities.
