Karachi’s first 3D digital cinema opens its doors

Published: December 29, 2010

Actor Nadeem on the red carpet at the opening of the new 3D Atrium Cinemas, a project of Regent Properties and Mandviwalla Entertainment in Saddar. PHOTO: EXPRESS

KARACHI: A long red carpet led the way for all those invited to the exclusive launch of the Atrium 3D digital cinema in Saddar.

Movie enthusiast Mariam Azmi said she has watched every trailer on the project website and has scheduled her entertainment calendar for the next month. “We have no real entertainment in the city which is why this is just what we need right now,” she said, while testing the popcorn, which for her is “an equally essential” part of the movie experience. “Good, fresh” she commented, munching the kernels.   Display screens above and on the ticket counter listed the movies playing at the cinema as well as the prices (different for regular and 3D cinemas).

The launch scheduled for all will play Hollywood blockbuster and Oscar-winning Avatar in 3D at a price of Rs500 with an additional Rs150 for the reusable 3D glasses, which you can take home. Regular movies such as the Indian Tees Maar Khan will cost the cinemagoers Rs300. The third movie on the launch list is Chronicles of Narnia: The Voyage of the Dawn Treader.

The Express Tribune caught up with a few people at the soft launch on their previous 3D experiences, the future of the cinema and film industry in Pakistan as well as entertainment culture and taxing the sector.

Director for Mandviwalla Entertainment Nawab Hasan Siddiqui said this project will definitely encourage the cinema industry. Not disclosing the investment made, he said recovery will take some time but the company is “very confident” that the project would succeed. The man behind the project, Nadeem Mandviwalla, watched his first 3D movie in 1983 but it wasn’t until he watched James Cameron’s 3D digital Avatar that he knew he “must bring this technology to Pakistan.”

Supporting her son-in-law Nadeem Mandviwalla was Mrs Nasim Shaikh, who was excited about watching her first 3D movie. She hoped that soon good Indian and Pakistani movies will also be shown in 3D with “some great songs and most importantly well-choreographed dances.”

“It is crucial for cinema culture to be revived and for the film industry to get a desperately needed boost,” said Pakistan film star Nadeem Baig. He added that the public craves good, clean entertainment and they deserve to get it.

Another big name of the silver screen, Mustafa Qureshi said, “Even though our films are not in 3D we still need cinema houses of this calibre to encourage moviegoers. Our movies are currently not worthy of being on these screens but I hope we will soon move in the right direction and make some world-class movies.” Qureshi suggested such new projects should be exempted from taxes.

A former television producer, Nofil Naqvi, was “very excited” about the city’s new technology. “You get a very definitive perception of depth plus we needed cinemas where the hall seat doesn’t break in the middle of the movie,” he said recalling an experience with his friend at another cinema in Karachi.

Chief guest at the event federal minister for culture Aftab Shah Gillani said the government is doing all it can to support the cinema and film industry. Speaking to The Express Tribune, he said that the government plans to support the industry by giving them a processing lab for film which will be set up in Lahore in a year.

Published in The Express Tribune, December 29th, 2010.

Reader Comments (16)

  • Dec 29, 2010 - 10:37AM

    Isn’t this Pakistan’s First 3D cinema? Why undersell?Recommend

  • Raqib Ali
    Dec 29, 2010 - 6:14PM

    I remember my brother going to watch 3D films in Lahore (early 90s) and come with those glasses.

    Instead of going ahead, we destroyed the ones we had and now we are rejoicing having a 3D cinema when we should have had plenty by this time!!Recommend

  • Syed Husain
    Dec 30, 2010 - 2:40AM

    I remember watching 3D cinema in Karachi in 80′s and remember wearing those red and blue glasses as well.Recommend

  • Azeem
    Dec 30, 2010 - 3:27AM

    The technology has moved on since the 90′s. This is Digital 3D and it is the first one in Pakistan. I experienced it myself yesterday and it was brilliant! What you are talking about and remember form the old days was the Analog 3D. A special projector is required for this one. Recommend

  • AT
    Dec 30, 2010 - 8:48AM

    This is great news! I hope we can watch the news in 3D as well..that’d be real entertainmentRecommend

  • Mr. Atif Zafar
    Dec 30, 2010 - 2:42PM

    AT, could you please elaborate on why you would want to watch news in 3D. I am quite intrigued/optimistic and feel that bringing news 3D to Pakistan would be an exceptional opportunityRecommend

  • Syed
    Dec 30, 2010 - 8:28PM

    @ Mr Atif Zafar

    Well the no.1 source of Entertainment in PAkistan is News channels, so it does make sense!Recommend

  • Klues
    Dec 31, 2010 - 7:04AM

    It will feed million of poor Pakistani who eat one meal a day or less.Recommend

  • Raqib Ali
    Dec 31, 2010 - 5:31PM

    @ Klues
    your coming to ET website doesn’t help Pakistanis who eat one meal a day or less. Why not just sit in our homes and cry for them?Recommend

  • Amadeus
    Jan 1, 2011 - 10:47AM

    I hope this doesn’t have that silly sexist ‘families only’ rule.Recommend

  • IRFAN URFI
    Jan 1, 2011 - 3:15PM

    Excellent !Recommend

  • mohammad iqbal
    Jan 1, 2011 - 4:46PM

    Release of 3D movies and its hype in the media does not suit a poor country like Pakistan. It is just like a poor mother who can not feed her children , tells them fairy tales at night so that they can sleep peacefully and not cry for food which she can not provide. Recommend

  • waseef
    Jan 1, 2011 - 10:36PM

    well, its a great achievement, I havn,t experenced a 3D cinema, but expect great, this cinema needs to increase its braches in peshwar as well.Recommend

  • Farah Kaleem
    Jan 5, 2011 - 3:56PM

    This is great but why did they have to build it in that troubled area?! Half the time there are disturbances and rioting! :(( How can one feel safe there?Recommend

  • umair
    Jan 8, 2011 - 4:20PM

    The launch scheduled for all will play Hollywood blockbuster and Oscar-winning ‘Avatar’ in 3D at a price of Rs500 with an additional Rs150 for the reusable 3D glasses, which you can take home. Regular movies such as the Indian ‘Tees Maar Khan’ will cost the cinemagoers Rs300. The third movie on the launch list is Chronicles of Narnia: ‘The Voyage of the Dawn Treader’.Recommend

  • Shahid Khan
    Jan 8, 2011 - 6:13PM

    Avataar was great but something was wrong with Narnia. It was FLAT with no 3D effect working, real diisappointment; wonder what went wrong.Recommend

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