After a slew of benefits that make Tamil Nadu the envy of less privileged States, Chief Minister J Jayalalithaa is set to unveil yet another sop for the people of Chennai.
By December 2014, Chennai will have 15 air-conditioned cinema theatres where moviegoers would be able to watch the latest films for just Rs 25. The Amma Cinemas, being launched by the Corporation of Chennai would function as neighbourhood theatres.
As of now, a visit to any multiplex in shopping malls across Tamil Nadu and around the country costs movie buffs a minimum Rs 300. This includes the price of the movie ticket and parking fee. “If two or three of us go for a movie in any of these multiplexes, we cough up a minimum of Rs 1,000 for the tickets and then at least Rs 1,000 for the refreshments. So, all in all, a trip to the cinemas for three people costs nearly Rs 2,000 if not more,” says Jaganath, a youth working in an IT company in Chennai.
The Amma Cinemas come at a time when old style theatres are closing down for want of patronage. “The number of cinema halls in the State has come down from 2,600 in 1984 to 1,160 in 2014. Every month, we come across news about the closure of at least three theatres. I am not sure about the success of the new venture,” said an office bearer of Tamil Nadu Film Exhibitors Association.
Incidentally, Jayalalithaa was a popular actress in the South before she entered politics in the early 1980s. She was the lead heroine in over 140 films which includes films in Tamil, Telugu and Kannada. She also worked in one Hindi film.
The Corporation of Chennai has identified theatres and marriage halls that downed shutters for want of patronage. “We will offer U-certified movies in good ambience. We are confident of running them successfully,” said an official of the Chennai Corporation entrusted with the task of setting up the project.
Amma Cinemas, is the new addition to a list of sops and services launched by the Jayalalithaa Government since it returned to power in 2012. It all began with Amma Restaurants that sell idli for Re 1 and meals for Rs 5. This was followed by Amma mineral water, that costs Rs 10 per litre, the cheapest bottled water sold in the State.
The year 2013 saw the AIADMK Government launching Amma Stores across the State selling fruits and vegetables at unbelievably low prices. Needless to say, these fruit and vegetable counters have started eating into the margins of retail outlets sponsored by corporate groups.
Immediately after the 2014 lok Sabha elections, Jayalalithaa Government launched Amma Salt and Amma Pharmacies. The medical shops sell all essential drugs at reasonable prices. “The Amma Fruits and Vegetables stores as well as Amma Pharmacies have come in handy for people in the low and middle income groups. Pensioners are also benefited by this scheme,” said Geetha Udayashankar, a senior citizen.
To bring all sections of society under the ambit of Amma schemes, Jayalalithaa announced two more initiatives on Thursday. Farmers all over the State would get subsidised quality seeds through Amma Seeds programme. There have been complaints from farmers about the shortage of quality seeds and this prompted the Chief Minister to announce the Rs 157-crore initiative.
Tamil Nadu will soon have Amma Service Centres all over the State for distributing these seeds. Also on the anvil is Amma Women’s Farm Skill Development Programme, an Rs 120-crore programme to train women and make them as skilled and competent as men. The 2016 Assembly election in Tamil Nadu will see a strong Brand Amma fighting against a divided Opposition that is yet to get over the lok Sabha election nightmare.