Coimbatore’s Broadway Cinemas wins international honour

“Theatre experience has to be experiential,” says Tejal Satish, chief operating officer of Broadway Cinemas, who recently figured in a global list on cinema. As the only honoree from India, she featured in the top 50 of Top Women in Global Cinema brought out by Celluloid Junkie, an online resource dedicated to the global cinema industry.

“The honour came for operation excellence in exhibiting cinema using cutting-edge technologies. We are making waves internationally, which is overwhelming. The list features stalwarts from the industry,” says Tejal adding that Broadway introduced Imax Laser and EPIQ Premium Large Format screens, and the luxury gold screen, all under the same roof to enhance the cinematic experience. While EPIQ screen is the top choice to experience regional movies in an immersive way, Hollywood productions like F1 are best enjoyed in Imax Laser. “We conceived Broadway Cinemas with a vision to provide immersive entertainment. We have nine state-of-the-art screens. People in Coimbatore are willing to spend to enjoy movies in the best possible way. As a result, we have the highest average ticket price in the entire State. We evolved a successful business model by offering a premium experience that helped us become a notable name not just in India, but also globally. Our investors trusted my father, VRR Satish Kumar, managing director, to build a premium movie destination. Cinema runs in the family. My grandfather used to run single screen cinemas in various parts of Tamil Nadu. We took a leap with technology and it paid off.”

While there were as many as 200 nominations from women managers in operations, marketing, HR, and CEOs , the selection committee of Mariam el Bacha, Laure Galtier (UNIC, the interntaionl Union of Cinemas), Branden Miller (Amazon MGM Studios), and Michelle Villegas (The Boxoffice Company) chose the top 50. “I see this as an opportunity to learn from other women leaders. Exhibiting cinema is important for the industry to thrive. Our efforts in making this a profitable business encourages movie production. There have been talks about streaming sites taking over. We are all an ecosystem. In my two-year journey, participating in international conferences like the European Digital Cinema Conference, CinemaCon and CineAsia and Cine Europe, helped me showcase my work.”

Tejal focussed on re-imagining the cinema experience. It was not just about technology but also the physical and emotional space they offer. “People want more than a movie. They want an experience, right from the quality of seating to the overall ambience. Cutting-edge technologies matter. Also, gourmet food. They want pastas, Irani chai, and Italian gelatos.” The food and beverage offerings at Broadway bring curated delights starting with artisanal bread while the Food Theatre features live cooking counters where you can choose from Korean cheese buns to Nutella shake.

Premium cinema costs more, but people are making their decisions based on the experience, she says. “They want comfort, luxury and a curated environment. We have to give them as many reasons to come out and enjoy the film. Our premium screens have laser projection and 12-channel sound system while our six non-premium screens are Dolby Atmos, top of the game in technology. Of the 22 Imax properties in India, only three have Imax Laser. After Delhi and Mumbai, it is Coimbatore. Imax with laser delivers crystal clear images and precision sound.”

The Cinema, designed by Giovanni Castor from California, draws inspiration from aesthetics of Las Vegas casinos. While the central lobby is a standout feature, black mirrors around the ceiling and chandeliers add to the grandeur. “We have had 24 lakh admits in the last two years. Our market research gave us data that theatres here bring audience also from Tiruppur, Palakkad, Karur. And, during the weekends, people from Coimbatore working in Bengaluru and Chennai. This insight pushed us to aim bigger,” she explains adding that every month there is a movie or two that is a blockbuster. “We have just finished a grand run of How to Train Your Dragon on Imax and are thrilled about F1 that is currently running. We are excited for Lokesh Kanakaraj’s Coolie with superstar Rajnikanth in August. In our opening year, Lokesh’s Leo was our biggest blockbuster. Our F&B also lined up snacks themed around the movie. We gave away Leo-themed cookies, movie posters and collectibles. This brought an instant smile on our audience’s faces, a happy memory. It made our day.”