NEW DELHI
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For a very long time, Hollywood dominated India’s IMAX and 3D screens, providing immersive viewing of flicks wealthy in motion and particular results. Now, native fare is gracing these premium codecs, bringing differentiation for the movie-makers and new experiences for the film lover.
Native titles like Animal, Maidaan and Bade Miyan Chote Miyan have launched in IMAX screens over the previous few weeks, additionally benefiting the house owners of those codecs who solely have a restricted variety of Hollywood movies to display yearly.
Hollywood films in IMAX and 3D use particular cameras and projection strategies to create life-like visuals; IMAX theatres additionally function a lot bigger screens. Nevertheless, Indian IMAX and 3D movies are shot as common films and transformed into these codecs post-production, making it look like a advertising gimmick because the visible high quality is rarely the identical.
Typically, film makers launch in 3D or IMAX even when the storyline doesn’t require them, stated Devang Sampat, managing director of multiplex chain Cinepolis India. “This advertising strategy goals to counterpoint the general theatrical expertise for audiences and distinguish the movie from customary releases. Nevertheless, there are additionally cases the place the storyline or the essence of the movie justifies the utilization of those codecs to accentuate viewers engagement and immersion,” Sampat added.
In response to Sampat, a key motive is the viewers’s rising urge for food for immersive, larger-than-life cinematic experiences. Nevertheless, the distinction in visible high quality between movies shot within the specified format and people transformed throughout post-production lies within the stage of element, depth, and authenticity of the visuals. “Movies shot within the meant format typically provide a extra genuine and immersive expertise because of the inherent seize of depth and element throughout filming,” Sampat stated.
In the meantime, the premium codecs command increased ticket costs too. Whereas a daily ticket for Maidaan might value ₹300-400 relying on the present and property, an IMAX model would value ₹600-1,000. In Mumbai, IMAX tickets for Oppenheimer had been bought above ₹2,000 at premium theatres final yr. IMAX has gained too. Final yr, its India revenues crossed $20 million (round ₹166 crore) in 2023, greater than the 2022 earnings of $18.8 million.
Prior to now yr, Ponniyin Selvan: Half Two, Salaar Half-1 Ceasefire, Tiger-3, Bholaa and Jawan had been tailored for IMAX, whereas Pathaan grew to become the primary Bollywood movie to be fully shot in IMAX, stated Sanjeev Kumar Bijli, government director of PVR INOX Ltd, India’s largest multiplex chain. Moreover, 3D productions like Tanhaji: The Unsung Warrior and Chaar Sahibzaade, a Punjabi animated historic drama, have captured viewers curiosity.
“The visible superiority of a film shot in 3D is clear in comparison with one that’s transformed to 3D, simply because the distinction between movies shot in IMAX and people remastered for IMAX is discernible, albeit generally delicate even for essentially the most devoted film buffs. Whereas codecs like 3D and IMAX add to the attract of a movie and assist maintain curiosity over time, in addition they contribute to the growth of the movie-viewing market,” stated Bijli, whose firm runs 24 IMAX theatres throughout the nation.
As an alternative of viewing it as a advertising gimmick, releasing movies in premium codecs ought to be seen as a aware effort to make sure larger-than-life experiences for viewers in cinemas, stated Amit Sharma, managing director of Miraj Leisure Ltd that operates multiplex theatres. On Thursday, Miraj tied up with IMAX Corp. to put in three new IMAX screens at key places, together with one in Mumbai that can open this yr, one in Jaipur, and a 3rd location to be decided at a later date.
Nevertheless, in accordance with movie commerce consultants, it doesn’t make monetary sense in India to shoot in IMAX or convert too many present movies into these costly codecs because the nation has lower than 9,000 screens and huge codecs can be found solely in high metros. Producers and exhibitors have continuously fought over additional expenses levied on glasses for 3D—a important part of most IMAX and large-format screenings.
“It’s clearly a advertising technique to hike ticket charges. Plus, provided that there aren’t that many Hollywood movies to play in these codecs regularly, theatre house owners don’t thoughts if Indian movies are solely transformed, not initially shot in them. Nevertheless, it doesn’t make sense for all genres, say emotional dramas to be considered in IMAX, which is more and more taking place these days,” stated a commerce analyst declining to be named.
Supply: Live Mint