[Reader-list] Film exhibition spaces in Delhi (Proposed research for Independent Fellowships 2007)

[Ramesh Kumar]

*Film exhibition spaces in Delhi*


My proposed research would seek to understand the dynamics of the film
viewing experience offered by three specific cinema halls (belonging to the
A, B and C segment each) in the city of Delhi . The research would base
itself on a basic assumption that the film viewing experience is greatly
altered by the viewing conditions and other facilities offered by the
screening space and its surroundings. My attempt would be to understand the
different spatial experiences being offered by each cinema hall, to examine
the mechanisms that are employed in each hall to offer the audience "a novel
movie experience", to identify how these mechanisms differ over the three
cinema halls belonging to three separate segments, and to locate such an
empirical understanding in the larger fabric of cultural production and
circulation amidst the heterogeneity of the city space.

The first level of investigation would seek to understand each of the cinema
halls as offering a unique spatial experience (similar to others in its
segment), in the process attempting to answer the following questions:-
• Where is the cinema hall located, and how does its location impact the
identity of the cinema hall? This would also involve a general investigation
of the entire neighborhood, examining the general nature of other facilities
in the immediate neighborhood and studying the approach to the cinema hall.
• How is the façade and the outside area of each cinema hall designed, and
how does this design contribute in marking and announcing the cinema hall in
the neighborhood. The design of the parking facilities would also contribute
to such an investigation.
• What is the relationship of the cinema hall with peripheral businesses and
other facilities being offered near it? Do the cinema hall owners and
managers exercise any direct or indirect control over these smaller
businesses in order to create or reinforce their identity, and do such
businesses and other facilities have a direct or indirect impact on the
identity of the cinema hall (as perceived by the exhibitors)?
• What is the architecture and spatial design of each cinema hall, and how
does the design contribute towards offering a unique spatial experience? In
addition to the design of the building and its interior spaces, such an
investigation would also entail examining the lighting, the air circulation,
the design and structure of the lobby, the music played in the lobby, the
design of the toilet facilities, the kind of vending joints operating inside
the cinema hall, the nature of entryways, exits and emergency exits and the
maintenance of the hall. Wherever possible, this would also involve
obtaining the floor plans and architectural designs of the sites.
• Is the experience of approaching the hall and entering its space
regulated? What are the tools employed to regulate the visitors' movements
(design of the architecture/ signage/ ushers and security guards), and what
is the relationship of the architectural regulation with the other modes
employed to regulate movement? The nature of security measures such as metal
detectors and frisking would also be a part of such observations.

The second level of investigation would examine the nature of film viewing
experience offered by each of the cinema halls, attempting to answer the
following questions:-
• What is the nature of films being screened in each hall? What are the
factors that go into deciding the films to be screened, and who takes the
decisions?
• What is the nature of fillers, advertisements, trailers and music played
in each screening space?
• What is the nature of projection technology employed in each of the cinema
halls, and how does it shape the viewing experience?
• How do the other facilities offered by the cinema hall affect the
experience of watching a film?

The third level of investigation would specifically deal with the nature of
promotional material employed by each of the halls, and would seek to answer
the following:-
• What are the kinds of promotional material used by each hall (posters/
lobby cards/ displays outside the hall/ hoardings/ leaflets/ mailers/ email
newsletters)?
• What is the nature of alterations made to the original poster designs and
other promotional material at the distributor level and at the level of the
cinema hall keeping the target audience in mind?
• How are the promotional campaigns conceived and designed for each space,
who takes the decisions and what are the factors that are taken into account
while (re)designing the material?
• How are the promotional materials finally used in and around the hall?

All three levels of investigation would entail establishing close contacts
with cinema hall owners, managers, sales representatives, technical
operators of equipment in each hall and support staff working at each of the
venues, as well as with film distributors and promotional material designers
who form an integral part of the business of film exhibition. A series of
planned semi-formal interviews would be conducted with them and with other
people having direct or indirect links with the exhibition business (such as
owners of tea stalls and paan shops outside the hall) in order to
systematically cover the thematic heads under consideration while giving the
respondents enough flexibility to lead me into other areas of investigation.
This would be backed by empirical observation and documentation (through
digital photographs) of the venues under consideration, and collection of
samples of promotional material.

Additionally, I propose to combine the empirical findings of the research
with my understanding of cultural studies and write a final report/ academic
paper which would summarize these findings and locate them in the larger
field of cultural production and circulation. I am currently registered for
an MPhil in Film Studies from the School of Arts and Aesthetics, JNU. Please
feel free to email me directly with any suggestions and comments that you
may have.


-- 
Ramesh Kumar
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