Rudra Prosad Daw
Vice President,
SVF Cinemas

The media and entertainment industry is undergoing a significant transformation, fuelled by the swift adoption of cutting-edge technologies such as artificial intelligence (AI), machine learning (ML), augmented reality (AR), virtual reality (VR) and extended reality. Organisations are harnessing these advancements to drive business growth, enhance content quality and increase customer engagement. However, this rapid innovation also brings its own set of implementation and security challenges. Industry experts share their insights on the digital trends influencing the sector, how their organisations are deploying technology, the key challenges and their future growth strategies…

What are the key technology trends transforming the media and entertainment industry?

The media and entertainment industry is evolving, driven by technological advancements that transform content consumption and delivery. SVF Cinemas, a key player in West Bengal, is leading this change by redefining the cinematic experience for regional audiences. With West Bengal’s single screens dwindling to half their original number, SVF Cinemas aims to revive these markets with efficient 300-600 seater multiplexes in Tier II and III towns and cities. SVF Cinemas is leveraging advanced technologies such as:

Digital and laser projectors: Transitioning to digital projectors has eliminated physical film prints, ensuring high-quality visuals. Laser projectors offer superior brightness, clarity and energy efficiency. High-quality 2K projectors from NEC and BARCO, along with GetD GK 880 Double Beam 3D Systems, ensure an immersive viewing experience.

Advanced sound systems: Dolby 7.1 and ATMOS provide crystal-clear, high-definition sound, creating an unforgettable auditory experience compared to older analog systems.

Projection-room-less experience: New technology enables better space utilisation by eliminating traditional projection rooms, saving on capex, rent and HVAC costs, and maximising seating areas.

What new-age technologies are being deployed by your organisation? What have been the key benefits?

SVF Cinemas benefits from its parent company’s exclusive tie-up with Real Images Chennai and QUBE Inc., providing access to cutting-edge technology. Efficient distribution system from Qube Wire guarantees prompt delivery of new releases and updates. A reliable broadband network enhances content transfer efficiency, minimising downtime. Streamlined digital cinema operations improve overall efficiency.

What are the key challenges with respect to technology implementation? How are you dealing with risks associated with cybersecurity and data protection?

  • High initial investment: The costs of technology installation and maintenance are significant.
  • Low average ticket price: This entails reduced revenue potential and affordability issues.
  • Content availability: Films in advanced formats are limited and have lower regional demand.
  • Market penetration and audience preferences: There is a lack of awareness regarding high-tech experiences, and cultural preferences sometimes do not align with them.
  • Economic scale and ROI: Smaller operations struggle with economies of scale and longer break-even periods.
  • Infrastructure limitations: There are constraints with respect to physical space and technical expertise.
  • Competitive pressure: The dominance of larger players and exclusive partnerships limits access.

What is your organisation’s plan for digital transformation in the next two to three years?

SVF Cinemas plans to implement Dolby Atmos, IMAX and 4DX in premium properties, contingent on market evolution and content availability, to ensure cost recovery. This includes monitoring audience preferences, competitor moves and overall adoption rates. A serious flow of content from the major studios/production houses of India and Hollywood is a must to make this a reality. The production value and quality of regional content must also improve to ensure our ability to sustain such immersive (and expensive) technologies. Financial planning will guide investments, with targeted marketing campaigns to attract audiences. Initial implementation will begin with a few properties, gradually expanding based on market response and feedback.

“SVF Cinemas plans to implement Dolby Atmos, IMAX and 4DX in premium properties, contingent on market evolution and content availability, to ensure cost recovery.”Rudra Prosad Daw