For a city as cinema-obsessed as Hyderabad — home to Tollywood premieres, massive single screens, and Dolby-packed multiplexes — the absence of a true IMAX experience is both surprising and frustrating for its moviegoing crowd.
This blog post dives into why Hyderabad doesn’t have a functional IMAX theatre, despite having a massive movie-loving population. It’s not just a tech issue — it’s a mix of business politics, screen configurations, local expectations, and changing technology standards. If you’ve ever walked out of Prasads or AMB wondering, “Was that really IMAX?”, you’re not alone.
The Rise and Fall of Prasads IMAX
Once upon a time, Hyderabad proudly housed a genuine IMAX screen — Prasads IMAX at Necklace Road. Launched in 2003, it was one of the earliest IMAX screens in India and remained iconic through the 2000s. It had:
- A giant curved screen measuring 72 ft x 95 ft
- A 15/70 IMAX projection system — one of the gold standards for large format
- Premium seating, acoustics, and Dolby surround system for its time
For Hyderabadis, Prasads wasn’t just a theatre. It was a rite of passage. Watching films like The Dark Knight, Transformers, or Avatar there was truly jaw-dropping.
But everything changed in the 2010s. The original IMAX format was replaced with digital projection, and soon, the licensing with IMAX ended entirely.
Today, Prasads no longer markets itself as an IMAX screen, but instead features its PCX (Prasads Cinemas Xperience) format — a large-format screen equipped with Dolby Atmos sound and advanced digital projection. While it’s still an excellent large-screen experience, it no longer meets IMAX branding or technical criteria.
So What Happened to IMAX at Prasads?
According to reports, here’s what likely happened:
1. Cost of IMAX License & Equipment
IMAX licensing is not cheap. The yearly renewal, equipment upgrades, and branding rights come at a premium. For a Multiplexes like Prasads, it became difficult to justify the high costs.
2. Projection Technology Upgrade Conflicts
To stay IMAX-certified, theatres must upgrade to dual-laser digital systems. This is very expensive. Some think Prasads didn’t make this upgrade and lost the IMAX label.
3. Auditorium Configuration
IMAX has strict rules for auditoriums. This includes seating and screen shape. Some believe Prasads changed its setup, which made it not meet IMAX standards.
4. Business Independence vs Franchise Compliance
Prasads operates on its own. It might not have wanted to follow IMAX’s rules. This includes show times, movie formats, and prices.
Why Hyderabadis Feel Frustrated
Hyderabadis are upset because they don’t have real IMAX screens. Cities like Mumbai and Bangalore still have them. They have the latest technology and big screens.
So the frustration stems from:
- No true IMAX screens currently operating in Hyderabad
- No alternative IMAX partnerships with PVR, INOX, or Asian Cinemas
- Confusion among general audiences, especially during Hollywood releases (people assume PCX is IMAX, but it isn’t)
Why No Other IMAX Yet in the City?
Many wonder why PVR, INOX, or Asian Cinemas haven’t brought IMAX to Hyderabad.
1. IMAX Installation Requires Special Architecture
MAX screens need special setup. They require:
- Large auditorium footprint
- Tall ceiling height
- Tiered seating design
Building this is costly, and mall space is limited.
2. Ticket Pricing Regulations in Telangana
The main hurdle in bringing IMAX back to Hyderabad is the strict ticket price cap by the Telangana state government. Currently:
- In multiplexes, the ticket price is capped at ₹250 plus GST
- In single-screen theatres, it’s ₹150 for air-conditioned halls and ₹70 for non-AC
- Recliner seats cannot exceed ₹300 in multiplexes and ₹200 in single screens
These price controls help the average moviegoer but hurt cinema operators’ profits. In cities like Mumbai or Bangalore, IMAX tickets cost ₹500 to ₹700. This makes it easier for theaters to cover costs on technology and auditorium design.
In Hyderabad, with these strict price limits, the math doesn’t add up for IMAX.
3. Lack of Demand Awareness Among General Public
Most people in Hyderabad are happy with Dolby Atmos, 4K, and large screens. They don’t see the need for IMAX. This makes multiplex chains less likely to invest in IMAX.
Alternatives Hyderabad Offers Instead
While IMAX is absent, Hyderabad is not completely behind in cinematic formats:
- AMB Screen 1 – Massive screen with Dolby Atmos, 4K projection, and recliners. Arguably the best multiplex experience.
- Prasads PCX – Dolby Atmos + 4K. No longer IMAX, but still offers a grand viewing format with high-quality projection and sound.
- Vimal Theatre – Balanagar – A well-maintained single screen offering excellent projection, strong crowd buzz, and decent pricing.
- AAA Cinemas – Ameerpet – A premium multiplex co-owned by Allu Arjun, featuring Dolby Atmos sound, ultra-comfortable recliner seating, and one of the best curated movie selections in the city.
These options may not be IMAX, but they offer great value and flexibility for the audience.
Final Thoughts: Will IMAX Ever Return to Hyderabad?
There was a buzz when Asian Cinemas’ Suniel Narang hinted at IMAX’s return to Hyderabad. But IMAX India later said there’s no official deal yet.
The dream is on hold, but talks are ongoing. Fans are still hopeful.
Until then, Hyderabadis will enjoy Dolby-packed screens and travel to Bangalore or Chennai for IMAX.
Have you watched a film thinking it was IMAX but felt disappointed? Share your thoughts in the comments — maybe IMAX is watching!
Honestly, it could — but the business case needs to be stronger.
- If multiplexes expand to standalone buildings with more flexibility
- If the Telangana government revises ticket caps
- Or if IMAX Lite formats (like IMAX with Laser Compact) become cost-effective
Until then, Hyderabadis will have to settle for large-format lookalikes. Unless they travel to Bangalore or Chennai for a true IMAX experience.