Changing times, and how multiplexes are scripting a revolution Long gone are the days of patrons watching a movie in an 800-900 seat theatre with wooden chairs and antique fans, vying for the ‘popular’ balcony seats. Cut to today’s multiplex phenomenon replete with comfortable recliners, latest sound and projection technology and endless F& B options delivered straight to your seat. Today, the consumer has access to flexi-ticket pricing, flexible show timings, online booking, etc at the click of a button. And players like PVR, Inox, Cinépolis and Cinepic.in are trying out newer ways to make the user experience worth her time, including setting up network operation centres to monitor the light/sound intensity of screens, increasing legroom and compromising on the total number of seats. Not surprisingly, as PVR claims, the more expensive recliner seats are getting booked first. Moreover, investments are being driven by improved per-ticket realisation, rising urbanisation and growing disposable incomes.