LAHORE: I remember the first time I ever went to a commercial cinema house in Lahore. It was the DHA cinema and ‘Love Aaj Kal’ was playing. The crowd was filtered, the ambience was engaging and the excitement for the movie to begin was perpetual. And then, the humongous screen ahead of us began running and much to all of our delight, Bollywood icons danced and swayed and enthralled us all. Movie-going experience is without a doubt, incomparable. And so off late, there has been a surge in the number of cinema houses in the country where many are now spoilt for choice over where to head and enjoy their day, with the best of seats, the biggest of screens and the most affordable of tickets at the same time. Competition is rife and so amidst all this competition between nationwide multiplexes, dishing out the best of deals for moviegoers, Lahore lands its largest multiplex! Located inside the renowned and the mighty Emporium Mall, Universal Cinema has a total of nine screens, which proves my point when I talk about the revolution multiplex culture is undergoing. STRENGTHS: This venture by the creative team behind Universal Cinema will work particularly well in Lahore (there is one branch in Multan too). This is purely because of a lack of entertainment facilities in the city, where fun and leisure are restricted to movie going and eating out. Similar to how the IMAX was received when it first came out, the fact that Universal Cinema is the largest, will be embraced by Lahoris fully. Latest amenities and technology in seating, digital sound, food and beverage and a 73-feet-wide ultra screen are some features, which the cinema boasts. So to have experienced the inclusions myself, I feel like just for the size of the screens and comfort of the recliners, and also for the ability to summon a butler and be served while not having to leave their seats in the middle of a film are some of the strongest, most unique and truly distinct points of the cinema house. I like how the hallways leading to the reception, the waiting lounge, the snack bar, the ticket counter and the theatre café are spacious and richly marbled. Not just this, but the usually narrow passages in between seating and the steps that lead up to the carefully aligned seating have broad gaps, enough to walk across freely without losing your way in darkness amidst the plethora of tightly packed seats. The fact that there are a total of nine screens, adds to the glamour of Universal and totally works in their favour, as people in that way do not have to order in advance, rather simply walk in, check the show timings and be seated. The inside premises of the waiting lounge have been done by a skilled interior designing team giving out a completely luxurious look with an exotic appeal. The settees are to die for! The cinema house will also work particularly well for school or college field trips to theatres, and would receive bookings in bulk all year long. WEAKNESSES: I think the only factor which doesn’t work in Universal’s favour is the accessibility and the unease with which non residents of Johar Town, WAPDA Town or nearby locality people face while driving down to the premises. Without delving much into details of the mall, I strongly feel that Universal should have its independent entry gate along with a dedicated isolated parking. Published in Daily Times, October 27th 2017.