Fame Adlabs

Topics: Shopping mall, Movie theater, Retailing Pages: 7 (959 words) Published: August 8, 2010
Asian Multiplexing

Theatre Word special supplement Entertain World in this issue features two multiplexes from two countries. The first is a multiplex in a shopping mall – Fame Adlabs as anchor tenant in City Mall, Mumbai, India. Fame Adlabs opened recently and is already drawing crowds. With the opening of the mall, the happy mix of retail and cinema will ensure more footfalls.

The second is UA Cinemas in Pacific Place, a towering skyscraper with a tenancy mix of retail, cinema, hotel and commercial in Hong Kong. This is an older multiplex and underlines the time- tested formula of concocting a heady mix of retail, cinema, commercial and hotel in the right location. For property developers, this spells success.


Owners: Vasantji Mamania, Manmohan Shetty (Adlabs) and Shravan Shroff (Shringar Cinemas) Theatre designer and acoustic consultant: Jal P. Mistry Interior design: Eranna H. Yekbote, Era Architects Project management consultants: Prashant Sutaria and Co. Project coordinator: Laxman Koli Services consultants: Rohit Uchil Air-conditioning consultant: Ketan Shah Air-conditioning suppliers and installation: Voltas Branding consultant: Alok Nanda and Co. Sound and projection equipment supply and installation: Modern Radio House, Mumbai Projectors: Christie Screen: Harkness Hall Lens: Schneider Optics Main speakers: JBL 2 Way Surround Speakers: KCS Amplifiers: QSC Acoustic contractors: Shama Enterprises Acoustic panels: Anutone Acoustic fabrics: A to Z Civil contractors: Bharat Sharma Elevators: Schindler Electrical contractors: Kirti Trading Company Pop Corn Machines: Gold Medal Auditorium Seating : Cine China Auditorium Step profile: Cine China Auditorium Seating Installation: Pen Workers Fire Safety contractors : T. P. Enterprises Systems integration: Arshad Kazi Security systems: Zicom Ticket booking software: Vista Plumbing contractors: Suresh Chatpar Furniture: Shama Enterprise and Homec Signage: Admire Carpets: Golden, Hyderabad Fabrication works and painting contractors : Niranjan engineers and consultants.

Positive aspects
Located on the densely populated, newly developed suburb of Mumbai •Maximum frontage from long distance for posters and signage. •Has shopping mall, commercial activity in the same building. •Has ground floor entry and basement parking facility.

Has computerised ticket booking system (for the first time in Maharashtra) •Has 15-passenger high-speed jerk-free machine-room- less elevators. •A real multiplex with 5 screens adjacent to each other on one level. •A big lobby spanning the 5 screens width and food counter that at 30 metres length is the longest in India. •The food counter is flexible, so any part can be used independently of the other to mimimise staff and electricity. •IBM POS machines used for the concession stand.

Also has other activities like cyber café, video games, art gallery and exhibition center in the lobby itself. This keeps people busy and generates revenue. •Stage provided for special shows and product promotion.

TV screen located near each auditorium door for information on screen timings, movies and seating layout.

At the inaugural function, left to right, Tabu, Vasantji Mamania, Manmohan Shetty, Amitabh Bachchan, Shravan Shroff

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entertai nworid


The detailing is remarkable. even the staircase is not spared

Fame Adlabs multiplex is part of City Mall,
a shopping-cum-entertainment complex, strategically located in suburban Mumbai

The high-tech, ultra-modern, high-speed, jerk-free elevators

The entrance lobby on the ground floor

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The box office features computerised...
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