Cinepax: an oasis for movie buffs

Providing quality entertainment to fun-starved residents of Rawalpindi and Islamabad for the past three years, Cinepax has become the biggest and perhaps the most attractive spot for families wanting to enjoy some time away from their often monotonous daily routines.

After going through strict security checks, entering the actual facility comes as a breath of fresh air. It is not just the set of five world-class cinemas that promise an extraordinary experience to moviegoers but also the very impressive overall ambiance.

“It is our weekly routine to watch every latest movie here,” said Saima Amjad, a mother of two. Wanting more such facilities in the city, she said that on weekends, it was hard to get tickets because of the big rush. “Sometimes I watch the same movie twice or thrice with my family and friends because for us the main attraction is entertainment and the atmosphere which is not available elsewhere,” she pointed out.

Until a few years ago, going to cinema was not something families looked forward to. No one seemed interested in going to a place that was certain to be smelly with seats in poor condition, ill mannered audience and a dingy environment no matter even if the movie being shown was a top one.

The low quality food, dirty washrooms, filth strewn everywhere and harassment faced by women were some other big deterrents that prompted families to stay away from such places in the past. Movies screened were also not of good quality and were enjoyed by a certain group of people mostly the labour class. But all that has now changed, thanks to Cinepax.

“The motive behind developing a world class facility was to attract families back to the cinema,” said Supervisor Finance Cinepax Amjad Rasool. He told ‘The News’ that the company is developing another multiplex cinema in Karachi with seven screens, which will be followed by a similar facility in Lahore.

Seconding Saima’s argument about the weekends being busy, he said that all of their customers leave fully satisfied even on weekends when the number of visitors swells. “The maximum number that can visit on one single day is 4,300,” he said adding that the facility has five cinemas.

When asked about the movies that attract the most reservations, he said that it were the live cricket matches. “All of our halls are full to capacity whenever Pakistan are playing,” he said adding that matches of other teams are usually shown on one or two screens. “It depends on how important a match is.”

Cinepax has the credit of introducing a new concept of screening live cricket matches that is becoming more and more popular among the general public, especially the youth. Cricket fans throng the cinemas to enjoy watching their team on the big screen. All five halls echo with their cheers.

Such is the spirit of the cricket fans that many dress up in Pakistan green and carry flags to support their team as if they were in the stadium. “I think it is better than watching the play in the stadium as we get to watch every move clearly on the big screen,” said Ali Rehman.

Another feature for the visitors is the ‘Gaming Zone’ in the basement and the table tennis facility besides the popular Concession snack bar. The long queues of customers of all age groups are evidence of the quality food offered by the management.

Amjad said that the snack corner is also a big hit. “Some young hearts come only to enjoy the Mexican dish ‘Nacho’ offered with salsa and pickle,” he said. To keep the environment clean and family friendly, he said that smoking is not allowed on the premises of the cinema and all movies are first approved by the Pakistan Censor Board. “Every movie can be enjoyed by the whole family,” he said adding that seating arrangement is made in such a way that it facilitates families.

Looking at all the happy faces around the colourful compound adorned with posters of latest movies, was evidence enough that Cinepax has indeed succeeded in reviving the cinema culture to a great extent.