MUMBAI: Adlabs launched a novel concept of ‘Silver Screen’ on 6 October, wherein the multiplex chain will hold special screenings of old and new movies for senior citizens.
Adlabs Cinemas will screen movies on the first Friday of every month on choices made by popular demand. The first Silver Screen started at Metro Adlabs with the screening of Lage Raho Munnabhai in the presence of director Rajkumar Hirani. Also present were the senior citizen cast of Lage Raho Munnabhai – Aatmaram Bhinde, Pratap Oza, Bomi and Usha.
Outlining the concept, Adlabs COO Tushar Dhingra said, “Adlabs Cinemas will screen these movies every month. On popular demand, both new films and classics will be screened. The experience would be sensitive to seniors, with screenings happening only in the morning. The theatre lights will be dimmed and not totally off at the time of the screening. There will also be provision for escorts, with an usher present inside the theatre throughout the screening. The food served on that day will be cholesterol free and the ticket rates will be subsidized.”
Also present at the launch was Tina Ambani, who thanked Adlabs and Harmony magazine for bringing in this concept and for supporting this initiative.