- Tech Insights
Amitabh Vardhan, Director and CEO, Cine Grand is a dreamer and cinema is his passion. He has spent more than 17 years building multiplexes and giving audience a unique movie viewing experience across the globe. Amitabh has been a catalyst in digitalization of Multiplexes through 2K digital projectors, computerized ticketing and analytical and digital CRM. The concept of all recliners, Clip on 3D glasses, Tsar Cinemas, Rainbow popcorns, variable ticket pricing etc. were new concepts developed and implemented by Amitabh in European market.
" After digitalization of projectors the Pictures were much sharper, brighter, colorful and the movies could be released everywhere on the same day "
Having worked for companies like Domino’s, Unilever & PVR Cinemas, Amitabh armed with his immense experience co-founded Cine Grand, which operated cinemas in India, USA, Bulgaria and Romania. Being a team player, receptive and adaptive to challenges, Amitabh believed that through cinemas one can bring happiness to all. These beliefs and qualities helped him in creating path breaking cinemas.
Value for money to customers is a success mantra for Cine Grand, which is committed to DTC—Design, Technology and Customer service—in all the markets. To offer the best customer experience, Cine Grand uses the best architects and designer to design the cinemas which are the latest and most innovative and operation friendly. Cine Grand offers all recliners cinemas with TSAR lounge, where service on seats, special lounges, healthy food, rainbow popcorn, sandwiches, pizzas etc. can be enjoyed. There is a robust CRM in place which takes care of every customer feedback and the resolves the issues within 24 hours.
According to Amitabh, great movie viewing experience starts with building connect with all the customers. Cine Grand creates every cinema with a lot of precision and makes it sure that it has all the latest features like seating, projection, sound, Food & Beverage, IT & service standards etc. Their Research & Development team continuously keeps on working on developing new ideas which provides unique cinema viewing experience to its customers. Cine Grand is member of Europa Cinema, which helps in showing all European movies. Apart from showing Hollywood & European movies, Cine Grand hosts film festivals, TED talks, Ballets and Live plays which gives Cine Grand its uniqueness and an edge over others.
Amitabh states that digitalization of Cinemas was a big change in movie viewing experience. “After digitalization of projectors the Pictures were much sharper, brighter, colorful and the movies could be released everywhere on the same day,” adds the steadfast leader. “The reach of the movies increased which helped in larger footfall. Improved IT had changed the ticketing, customer feedback system, billing and reporting system.” Today, customers can purchase tickets and popcorn without going to Box office or concession. “Alongside improved Seating through all “recliner & Lounge” concept at affordable price increased the footfall in the cinema,” adds Amitabh. “Now one can enjoy cinema on big screen sitting on the most luxurious seats.” For Amitabh, building a connect with customer, innovation and team makes the difference. “We work tirelessly in developing new concepts and ideas so that customers keep on liking our offerings,” states Amitabh. “Customer service provided by the team is a major differentiating factor. Continuous training and development help Cine Grand in achieving highest customer service standards.”
Amitabh along with his team of experts at Cine Grand are planning to enter Macedonia, Serbia, Cyprus and Africa in years to come with the most advanced Cinemas and a lot of customer friendly features. “The ultimate aim/purpose would be create Jobs for at least 10000 people, value creation for all stakeholders and to have many newer experience of life,” says Amitabh.