The INOX at Urvasi in Vijayawada

The INOX at Urvasi in Vijayawada

The bastion and capital of Telugu Movie Industry known for its traditional modes of honoring movies, is now officially penetrated by the ultra-urban-wannabe-US multiplex culture. For those who enjoy the tranquility and pacific atmosphere of multiplexes this is a dream come true, but for someone like me this is sad.

I am not from Vijayawada, but I have been there several times, seen many movies and celebrated their oil paint posters (where flex/digital format posters co-exist), banners, garlands, decorations and the works, which are all associated with the typical traditional Andhra/Coastal Andhra movie culture; all which happen at Hyderabad too, but not at nearly the same traditional intensity that I see in Vijayawada. It was last year that the Urvasi complex had shut down and I heard they are converting it into a multiplex. Later in the year, the rumor was it will be INOX.

If INOX at Urvasi rolls out like all other INOX chains in the country then the spirit of movie watching that Vijayawada is the capital for is dead. The improved seating, utility facilities, parking space, no-smoking facility, safety measures are all welcome, but naming the theaters as screen 1, 2, 3 is not, in fact it is lifeless. True, they have retained the parent name Urvasi, but retaining the names of Rambha Urvasi and Meneka would have been classic. No doubt, Vijayawada folks are wealthy enough so ticket price will not be an issue, but the Rs 10 guy is out.

It will be an interesting cultural experiment to see how Vijayawada marries their unique culture to this ultra-urban atmosphere that INOX will create. How much of its tradition will be compromised to INOX--will there be cut-outs (although, i do not remember Urvasi complex to be known for its movie exhibition like other theaters in Vijayawada), banners, and most essentially will there be "hungama" in the theater (during releases of the major stars) or will it all be tranquil? And most importantly, will the quintessential distinction be wiped out: Daily 4 Shows at each screen or the multiplex-timings?

I wish the people of Vijayawada appeal to the owners and their roots to retain the names of Rambha, Urvasi, and Menaka instead of Screen 1, 2, 3. Sadly, for me, this means that there will be multiplexes coming in other power/wealth centers of coastal Andhra; it is only a matter of time now.

It will be interesting to see how these centers of traditional moviegoers mix their movie culture to that of the multiplex.