Barren corridors, the usual darkness with unusual silence and the dust laden building, which earlier buzzed with the sound of action, music and drama now lays abandoned in a dilapidated state, speak the contrary story of a cinema theatre, Alka at Noida Sec-15.
Alka was pioneered by Late Subhash Chand Aneja, who named it after his wife. It began its magnificent journey in 1982 and earned the glory of serving as the only means of entertainment for the inhabitants of Noida till the end of the previous decade. Having a capacity of 960, it held five shows a day making around Rs. 9,000 per show. It had contemporary Bollywood releases like Sirf Tum, Mann, Kaho Na Pyaar Hai etc.
But, after the death of Mr. Aneja in the year 2000, the responsibility of the cinema theatre was handed over to his wife. However Alka could not retain its splendour and started fading away into a tragic darkness. As the years went by its grandeur started to deplete due to the imbalance created between investments and earning corresponding to the rising price of Bollywood release and new emerging market trends like multiplexes. With Bhojpuri and Madrasi films, the Cineplex tried to counter the rapidly changing socio-cultural arena and made an attempt to revive its profit margin. Its subsequent efforts added to put adult English movies on show. But their attempts were all in vain before the monotonous ambience and mediocre management of the theatre and now it is at the verge of demolition.
It seems as if the people have developed an appetite for the rapidly invading multiplex culture and are losing attachment with their native tradition of viewing movies in single screen theatres.
Last year Alka surrendered and decided to join the league equipped with modern technologies, as lack of cable facility, electricity, reduced seat numbers and the availability of pirated CDs made its survival difficult. The theatre is planning to reopen the ticket counter with all the pomp and show of a multiplex.
However the residents opined, “Showing new release and Bhojpuri movies could help Alka rewrite its success story once again. The death of cineplexes, which are comparatively affordable for a commoner, is making the enjoyment of film viewing an expensive affair.”
In the midst of all actions and reactions, the transformation has its share of social implications as well, which is falling heavily upon the illiterate employees as no alternative opportunities have been worked out for them.
Still such culture is conquering the neighbouring areas as well where Cineplexes like Dharam Place are being demolished to give way to multiplexes like Kavita and Space to cater to the demands of the elite class and devoid the local audience from cinema entertainment.
Alka was pioneered by Late Subhash Chand Aneja, who named it after his wife. It began its magnificent journey in 1982 and earned the glory of serving as the only means of entertainment for the inhabitants of Noida till the end of the previous decade. Having a capacity of 960, it held five shows a day making around Rs. 9,000 per show. It had contemporary Bollywood releases like Sirf Tum, Mann, Kaho Na Pyaar Hai etc.
But, after the death of Mr. Aneja in the year 2000, the responsibility of the cinema theatre was handed over to his wife. However Alka could not retain its splendour and started fading away into a tragic darkness. As the years went by its grandeur started to deplete due to the imbalance created between investments and earning corresponding to the rising price of Bollywood release and new emerging market trends like multiplexes. With Bhojpuri and Madrasi films, the Cineplex tried to counter the rapidly changing socio-cultural arena and made an attempt to revive its profit margin. Its subsequent efforts added to put adult English movies on show. But their attempts were all in vain before the monotonous ambience and mediocre management of the theatre and now it is at the verge of demolition.
It seems as if the people have developed an appetite for the rapidly invading multiplex culture and are losing attachment with their native tradition of viewing movies in single screen theatres.
Last year Alka surrendered and decided to join the league equipped with modern technologies, as lack of cable facility, electricity, reduced seat numbers and the availability of pirated CDs made its survival difficult. The theatre is planning to reopen the ticket counter with all the pomp and show of a multiplex.
However the residents opined, “Showing new release and Bhojpuri movies could help Alka rewrite its success story once again. The death of cineplexes, which are comparatively affordable for a commoner, is making the enjoyment of film viewing an expensive affair.”
In the midst of all actions and reactions, the transformation has its share of social implications as well, which is falling heavily upon the illiterate employees as no alternative opportunities have been worked out for them.
Still such culture is conquering the neighbouring areas as well where Cineplexes like Dharam Place are being demolished to give way to multiplexes like Kavita and Space to cater to the demands of the elite class and devoid the local audience from cinema entertainment.
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