Hear this
Published: ASIA
In the heart of Bollywood, Harman International India has completed PVR Juhu Mumbai’s premium cinematic experience, as Alice Gustafson discovers
It is easy to get caught up in the hype that surrounds the current trend of 3D cinema that seems to, for now, be in favour with profit-savvy filmmakers. Indeed, it is hard to be unimpressed with the technical advancements unveiled in these visual-orientated films. However, despite the changing technical developments and shifting trends in the film industry, one standard that has always been crucial to contributing to the overall immersive experience of a movie is the quality of sound.
After all, faults in a film's visuals – be it overexposure or graininess – can be explained away as an artistic choice, but when it comes to sound, there is no such leeway and it is essential that it be of pristine quality. This fact did not go unnoticed by Indian multiplex giant, PVR Cinemas when it recently sought to upgrade the sound system in its Juhu-branch in Mumbai.
Producing over 1,000 releases every year, the Bollywood film industry rivals even Hollywood when it comes to the relentless turnaround of multi-million dollar productions. At the heart of the Hindi-language movie machine is Mumbai, home to a five-screen PVR multiplex cinema. The Juhu-branch screens weekly previews and often hosts star-studded premiers of the latest blockbusters. As such, it is crucial that it should employ the perfect surround sound experience for the type of discerning audience (including members of the film industry, and in particular, the press) that it is used to accommodating.
Often referred to as 'the pioneers of the multiplex revolution' in India, PVR Cinemas' mantra is to 'provide a cinema viewing experience equipped with superior quality ambience, technologically updated systems and the best service standards'. Indeed, PVR Juhu was considered a premium property when it opened a few years ago. However, after years of screenings, the cinema's sound system began to succumb to the wear and tear of daily use, prompting the owners to search for a replacement solution.
PVR Cinemas reached out to Harman International India Pvt Ltd to provide a sound system more befitting its image. Led by Harman application engineer, Samir Mistry, the team set to work by carrying out extensive tests in order to understand the multiplex's current and future needs. With 3D cinema in full swing, it was evident that the audio would have to match, if not better, the visuals in order for the theatre to defend its position as an industry heavyweight.
‘Taking into account the fact that Mumbai is the heart of Bollywood, and that there is a strong presence of representatives from the film industry in the Juhu area, PVR had to ensure that this property creates a first class cinema experience, particularly regarding all technical aspects such as audio and video quality,' explains Ankush Agarwal, senior manager, marketing, Harman Professional India.
'It was evident that the sound system would have to match the requirements of the latest worldwide cinema standards whilst leaving sufficient scope for upgrading,' he adds. Taking into account earlier instances of equipment failure where sound levels were frequently pushed beyond the handling capacity of the system, the Harman engineers designed a solution that could cope with audience expectations.
There was, however, a major hurdle that slowed down progress: the establishment remained open for screenings during the installation. 'Since it is a fully functional multiplex, the work had to be done during non-show hours,' reflects Mr Agarwal. Unfortunately for the team, this offered the limited and unappealing time-slot of a late night start and an early morning finish. This was a challenge since the auditoriums had to be made ready for the next day's show, which had to begin on time. Nevertheless, it completed the project from start to finish in just two weeks.
'If the management at PVR Juhu wanted to make a bold statement about providing an enhanced experience to patrons, then they would have to choose the best configuration of the speaker systems as well as the best amplification,’ Mr Agarwal asserts. 'As soon as we recommended the JBL and Crown system and explained what it could do, PVR management accepted our choice.'
With assistance from the management and technicians of Hi-Tech Audio Systems, (authorised distributor for Harman Professional products in India), the team installed various JBL 5742 four-way high power ScreenArray loudspeakers throughout the five auditoriums in the multiplex, chosen for their 'wide dynamic range and extended bandwidth, as well as inaudible levels of distortion'. JBL's 8340A cinema surround speakers offer further coverage throughout the various theatres, deemed suitable for the project due to their extended bass response.
A number of high-power two-way 8350 surround speakers also reside within PVR Juhu’s auditoriums, with various 4642A dual 18-inch subs providing the low-end frequencies for all five rooms. Powering the systems are amplifiers from Crown's DSi range, comprising the 6000, 4000 and 2000 models.
‘Although film is by definition a visual medium, the story is incomplete without sound,’ reasons JC Mehta, vice president of engineering for PVR Cinemas Ltd. ‘The entire cinema-going experience has undergone a change in India with multiplexes and the mall culture, and PVR has been constantly following and adapting with all the latest international trends and standards in cinema sound.
‘A prime example of this is PVR Juhu, Mumbai where we have completely revamped the audio equipment as a part of our philosophy of providing the best. We have therefore invested in the latest JBL four-way speakers and the latest DSi digital amplifiers from Crown to support our requirements in international levels of cinema sound. Needless to mention, our patrons are extremely happy with the enhanced movie viewing experience,’ he proudly concludes.
'The system has been designed to deliver to its fullest output in all scenarios and crucially with ease of use for the user in mind,' Mr Agarwal explains. ‘It is capable of handling high sound levels with ample headroom, and effectively reproduces the softest whispers to the loudest bangs.'
Premier auditoriums require sound systems that can not only match the increasingly sharp images found on screens today, but that can also accurately reproduce sound exactly as recorded. It seems that in the heart of Bollywood, PVR Juhu has ensured that this will now be the case.
'Being a premium property, this cinema has always been the preferred venue for all major releases, and with the new upgrade, this has helped to reinforce an already premium experience,’ smiles Mr Agarwal. 'The feedback from both the film fraternity and the general public has been overwhelmingly positive.'