Asian Cinemas has recently introduced AAA, the latest multiplex in Hyderabad. It follows the earlier establishment of AMB and the renowned Prasad IMAX.
However, AMB has gained iconic status and has become a popular tourist spot. On the other hand, the place has become synonymous with luxury theaters.
Asian Cinemas is now generating buzz with their new venture, AAA Cinemas, in partnership with Allu Arjun. Strategically located at a central point in the city, Ameerpet, is a hub for youth.
Initially, there was an expectation that AAA theaters would surpass AMB. However, a closer look reveals that AAA falls short in various aspects, making a comparison between the two impossible.
One notable advantage of AAA is its geographically favorable location, with proximity to public spaces and residential areas like Vengalarao Nagar, SR Nagar, Moti Nagar, Yusuf Guda, and Krishna Nagar. This accessibility to a large population base increases the likelihood of hustle bustle, giving AAA an edge over AMB in this regard.
However, AAA lacks significant advantages beyond its location. Its placement in a heavily congested traffic area poses challenges, with only one exit available after the movie ends.
Moreover, the theater sits at the intersection of three roads, exacerbating traffic congestion. The presence of traffic barriers and the confusion caused by incorrect routes further add to the inconvenience.
In terms of amenities, AMB outshines AAA with dedicated lifts, while AAA only provides mall lifts. As a result, wait times in AAA can exceed fifteen minutes.
The approach into the mall gives a C-grade feel with a below average look which doesn't suit to the image of Allu Ajun at all.
Hyderabadis have got used to the malls like GVK One, Punjagutta Galleria, Errumanzil Mall, Inorbit Mall and many. Surpringly, this AAA mall doesn't match with any of the above in look and feel.
Coming to the theatres zone, the interiors of AMB are visually pleasing, creating an appealing ambiance. In contrast, AAA adopts a dark theme, reflecting Allu Arjun's taste.
However, the excessive use of LEDs in AAA results in extreme glare, which is tacky in look and can be bothersome for many.
'Icon Lounge' is another laughable part which looks like a small normal lobby, and branding it with Icon Star is nothing but putting his image down.
When it comes to the screens, Screen One receives top marks, while Screen 4 is rated lower. Some screens in AAA also seem to have limited leg space between the seats.
Overall, AAA struggles to match the allure and tourism appeal of AMB.
