Movie mania grips tech-driven youngsters

While promoting his home production, Shah Rukh Khan on several occasions reiterated that the film's target audiences are children, and the parents who will come along. So, even as critics panned the movie, his target audience ensured the movie rakes in a decent moolah.
That today's children's tastes are driven by technology and ancient cartoons no longer appeal to them is a reality fast dawning upon multiplex owners, filmmakers and parents.A 3D movie with heavy special effects is what most kids would love to watch. Says Kanak Gupta, a homemaker, whose five-year-old daughter was hell bent on watching the SRK-starrer movie first day first show. "She was more excited than anybody else and was glued to the screen for the entire duration of the movie," she says.
"There has been a 15% rise in our sales compared to last year, and one of the major reasons for it being the increase in footfall of younger audience," says Abshar Khan, senior manager, Galaxy Cinema in Mansarovar.
The last year saw some major Hollywood releases such as 'The Adventures of Tintin', 'Kungfu Panda 2', besides Ra.One which targetted younger audiences in 2D and 3D format.
"Kids are extremely tech-savvy these days. Most would opt to watch a 3D format of a movie. Their knowledge about i-Pads and galaxy pads might make even someone from a technical background feel less educated," says Siddharth Mukherjee, general manager (operations) at Pink Square mall.
Multiplexes, after gauging the trend, have come up with various offerings to woo children, from early morning shows at discount to special food counters. Pink Square, for instance, is planning to start a fun zone for kids soon.
Along with an increased awareness about technology, the prospect of a family outing with children over movies and meal is another reason for many parents taking their kids for movies. "Movies today have become an integral part of family outing. Parents see it as a way of spending some time with their children," says Murari Lal Sharma, manager, Entertainment Paradise (EP).
"Multiplexes and malls are a much safer option, and therefore, score high with parents," adds Mukherjee.