Commenced its journey in the early 2000s, this cinema has been the very first multiplex in Hyderabad to have the ‘World’s Most Immersive Film Formats’. Today the theatre brings a more upgraded and immersive experience to its patrons. Donning its latest 101.6 ft. x 64ft screen, ultimate 3D projection and 53 speakers all designed and powered by Dolby Atmos, it claims the title as ‘The Largest Screen in South – Asia’. Movie lovers stepping into screen 6 are sure to be spell-bound with is all new features. TheatreWorld brings to you an exclusive conversation with Akkineni Ramesh Prasad, film producer, chairman and Head of Prasad Studios, Prasads IMAX and L V Prasad Eye Institute sharing a piece of his memory towards his legendary father and the cinema’s birth…
An upgraded and more immersive experience awaits movie lovers who step into Screen 6 of Prasads multiplex, Hyderabad. The large screen of the multiplex situated at NTR Marg had gone in for renovation and the auditorium is now equipped with a Strong MDI screen measuring 64 feet in height and 101.6 feet wide, powered by Dolby Atmos, Dual Barco DP4K-60L laser 3D projection and 53 speakers.
In 2003, Prasads was the first multiplex in Hyderabad to have an IMAX projection. In November 2014, when Christopher Nolan’s Interstellar opened in theatres, Prasads was reportedly the only IMAX screen in India where the space drama was watched on 70mm film. A few avid movie buffs from other cities travelled to Hyderabad to view Nolan’s film in an immersive format. With time, however, film projection shifted to the digital format and the multiplex stopped screening films in IMAX format. It all started with a man’s humble beginnings and his diehard dreams to venture into cinema. Lakshmi Varaprasada Rao (L V Prasad) was the man with the burning flame and desire towards cinema.
Would you like to share with us a little about your father, the legendary L V Prasad Rao?
Ramesh Prasad: My father, (Lakshmi Varaprasada Rao) started from very humble beginnings and went on to become an actor, film director, producer, and an industrialist. He was the creative mind behind the whole brand. His story goes back to how he moved away from hometown to Bombay with a nothing but just a dream and lots of passion in his pocket. Although language barriers seemed to be quite a task to overcome, he earned a job at a tailor shop who curated for clothes and costumes for the actors back then as there was a studio right next to it. As he was working there, he came in touch with the world of cinema, he was motivated. He would go into the studio and see how the shoots went on and he was so fascinated by it that he moved his way into all odd jobs right from the gatekeeper for the studio, to the light boy and then finally getting his very first chance to act in a side role for a film. The hardships and struggle he underwent could have mere mortals, but he was simply more than that. He directed, acted in and produced many memorable films, in Hindi, Telegu, Tamil and other Indian languages including Gruha Pravesham, Mana Desam, Shavukkar, Pelli Chesi Choodu, Missamma, Manohara, Sharada, Daadi Maa, Jeene ki Raah, Milan, Khilona and bEk Duuje ke Liye.
Please tell us a little about the history of Prasads
Ramesh Prasad: Acting for varied movies, my father moved on to directing and finally a producer. When I joined hands, I started off with doing the technical support work like processing. That’s when I decided to start the laboratories and grew Prasad Labs to one of the best labs in terms of quality and film processing. Though my father was a highly creative individual with his true passion towards cinema, the labs became the foundation to the business empire of Prasad’s. This kept us going for over 30 – 40 years. At one time, all films from Bombay used to come to Chennai for processing; we were the pioneers in changing technology and film processing. In previous years we used to see hazy images on the screen, not very clear, we changed into adventive system of grading, it was the latest technology at the time. We were also the first to import processing machines. Naturally, everyone from Bombay came to us.
In the early 90’s I made a visit to the Smithsonian Museum in the US and was exposed to an IMAX presentation. Showcasing the film, To Fly, truly got me by surprise. Post which I had made up my mind to bring this experience to India. Hence, visited the Toronto office. Keeping a keen eye and minds determined, we completed the project in a matter of 17 months. Cinema was the prime focus for us, we didn’t look for anything else. Being the first to get IMAX introduced, many more records broke in terms of attendance alone.
Prasad’s predominantly, we are service providers, targeting only the media and film industry, cinemas are our core. We have always been the first movers, right from bringing in the lab equipment to grading to telecine machines to scanners. 20 years ago we opened this property, and this was the first large screen IMAX experience, and this is the first multiplex in Hyderabad. Back then there was no concept of multiplexes, it was all single screen theatres. This is the only multiplex the patrons had.
[QUOTE] “Dolby has been pioneering experiences in the Cinema for decades. Dolby Atmos is the most compelling immersive audio experience for cinema patrons, as it connects people more deeply with their favourite movies. Our collaboration with Prasads has been one delightful journey. They are a legacy and sharing the same vision with them to bring immersive cinematic experiences now powered by Dolby Atmos and Dolby 3D glasses will deliver a truly memorable & a spectacular experience to every moviegoer” – Ashim Mathur, VP Asia Pacific, Dolby Laboratories
What inspired the concept PCX?
Ramesh Prasad: As mentioned previously, Prasad’s has always strived to bring the best technology. In 2012, when films went digital, that’s when we had to take a call on converting our large screen. Ours is the second largest 3D screen in the world. When the change and advancement happened, there was the technology to fill up the large screen. We did not want to give a subpar experience, and that’s when we did the first upgradation. We converted all of our six screens to 4K digital projection. Then we took a call to replace that with a dual 4K. Along with that we did the interiors, we redid the sound systems, we redid the entire look and feel of the cinema for Baahubali I. It’s been good so far. Then slowly we started getting the laser projectors. Two years ago, when Barco launched their flagship projectors, we equipped our cinema with it.
This time, we checked our calendars and saw that Avatar 2 was set to release and we shut down in August last year and started the upgrades. When you see the size you will know that it is a massive task to upgrade that especially with 3D sound. It is 100-feet ceiling and it made upgrading very challenging.
Our inspiration is that, we knew we had to do justice to bring back the visual that the public and we were used to being such a big and large screen. At Prasad’s we like to deliver what the movie was mastered for.
[SQUARE] Patrons have always loved the experience!!! Tell us about the new addition to the hat…
Dolby Atmos is a pioneering spatial audio technology that offers a premium, multidimensional experience for your entertainment, adding layers beyond traditional surround sound. Created for the cinema, Dolby Atmos is an innovative audio technology, with sound that actually moves around you in an immersive soundscape. While sound recorded in stereo is limited to left and right channels, sound mixed in Dolby Atmos is freed from channels. Sound mixers can place individual sounds, so they move all around you. They can also decide the volume, size, and diffusion level of each voice, rustling leaf, or footstep to reveal nuanced details in the audio.
With Dolby Atmos, sound can be precisely placed anywhere in the cinema, even overhead, creating an immersive soundscape that sounds more like real life. This technology is a game-changer in simplifying the creative process. It allows creatives to control the placement and movement of each sound, helping them create a rich and layered experience when telling their stories or bringing songs to life. Dolby Atmos helps people to discover sound that doesn’t feel like it’s coming from speakers but makes them feel like they are actually inside the experience.
What also enhances the Dolby Atmos experience at Prasads are the Dolby 3D glasses. These glasses are different from other 3D cinema technologies and give an experience that is completely true to the movie creator’s intent. The Dolby 3D glasses have a modern industrial design using durable materials and construction techniques with wraparound sides and a comfortable fit. The sensormatic tag is compatible with common antitheft systems. The glasses use a unique full spectrum colour technology that provides extremely crisp, clear images. They are durable, lightweight, and eco-friendly. The design is reusable design and can last for hundreds of uses.
What was the time frame for the renovation?
Ramesh Prasad: It took good 3-4 months. We got the projectors a year and a half ago, and we were playing it as it is. August is when we shut down the screen. We have been renovating year on year, we have been constantly upgrading this property. Despite this we take pride in saying that our pricing is very affordable because we cater to a family audience.
The dome as well was a landmark design 20 years ago and even today and was the first of its kind and designed by the world-renowned Raja Aedri. The designer was the same man who designed the ICICI building in Mumbai. It was his idea to give the property this unique touch. We did have a few challenges, like water leakages because the glass is so huge. The internal designing and renovations were done by Eranna Yekbote, Chief Architect at Era Architects.
Even for the auditoriums, we didn’t prefer it to be flashy or bright colours. Because ultimately you’re coming to watch a movie and you want it to be pitch black as you focus on the movie. Hence, nothing should be a distraction.
What were the challenges experienced overtime?
Ramesh Prasad: We never really went in looking for financial gain of any sorts. Nobody would spend excessive amounts of money to renovate an existing screen. Even with IMAX, it is a huge expense. To create using IMAX cameras or to get a remastered IMAX print, it has undoubtedly been expensive on the higher note. Keeping track of the 3D glasses have been yet another task to uphold as they are so much more expensive than the regular glasses. Operationally it was difficult when we started out. We had to put detectors at the doors. Even the scaffolding, it was a challenge to get the screen down; but this time, thanks to the technology: it came in a foldable format.
What sets Prasad apart from other contemporaries?
Ramesh Prasad: This property if you look at it from an isolated model, from then it is profitable. Today to get the real estate cost or to rent out it would not be possible. That is why multiplexes today are getting smaller. The business model with rents especially is not considerably attractive. For such. It is more about scale and valuation. Today for anyone else it would not be feasible. But since we have been firm for nearly 20 years, we are lucky, and the business has shown pure success.
Another advantage we have had as Prasads being a multiplex 20 years ago, is that the brand value remains to date. People still associate good movie watching experience with us. We still have the fan base that we have had from day 1. It has been a true legacy that we treasure.
Any plans of expansion and development?
Ramesh Prasad: I always wanted to grow this very segment. But growth is definitely there on the cards. Having said this, parking is one major sector we look forward to tackle. From the cinema point of view, we have four big screens, one large screen and on small screen. In which one screen is still yet to be renovated soon. A few new concepts are underway. We moved away from retail and introduced a family entertainment concept. Mystery rooms, laser shoots have already started and now we have two new concepts coming up to add to that.