DUBAI A UAE-based bank has launched a novel initiative to bring the big-screen Bollywood cinema experience, complete with the frills of popcorn and soda, to the doorstep of thousands of labourers.
Called Bollywood on Wheels, the initiative was launched by Emirates NBD as part of its #PassionforGiving project at some of the most densely populated labour camps in Dubai last month.
As over 1,000 workers watched the inaugural show of the hugely popular Hindi film Sholay at one of the camps, there was no mistaking their delight. Vikram Krishna, head of group marketing and customer experience at Emirates NBD, says: “It was truly heartening to see their smiles when we first launched the initiative. We are committed to continue enhancing this programme, and we have in store some of the most exciting Bollywood movies (both classics and new releases).”
The first screening, captured in a video that has gone viral on the net, shows how the labourers, who toil all week at modest incomes, can ill afford to buy a movie ticket at the cinemas.
They talk of how a visit to the cinemas in the UAE is beyond their reach. “In Dubai, we have not visited the cinema once,” says one of them.
“If I spend Dh25 on a cinema ticket, then I will not be able to send any money back home,” says another. “When we go to India for vacation, we normally stay there for three-four months and we visit the cinema at least 20-25 times,” says a third.
Overwhelming response
The overwhelming response to the bank’s initiative then comes as no surprise. Neither does the fact that the project initially conceived as a one-time affair has turned into a regular activity.
Emirates NBD has pulled out all stops to make the cinema experience as authentic as possible. The films are shown on a big screen just like in any theatre with thousands of plastic chairs in blue and white neatly arranged in rows for the workers.
Although admission is free, there is proper gate control as workers must stand in a queue, wait their turn for an identity wristband and then make their way to their seats.
The movie also comes with refreshments. A lady at a kiosk churns out fresh popcorn, even as others dish out sodas and other fare. “I love eating an ice-cream and watching a movie,” says one worker.
“I love munching popcorn,” says another.
Much to the workers’ joy, Emirates NBD has donated the movie screening devices, including a movie projector, portable screen, DVD player and movie DVDs to the labour camps so that the experience can be recreated every week.
Given that most labourers are out at work on Saturdays and they have a lot of chores to catch up with on Fridays, Thursday evenings have been dedicated for the film screenings.
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