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December 21, 2013

British Airways celebrates 100 years of Indian cinema with Bollywood film event

Lucire staff/10.51


British Airways’ film extravaganza, Silent Picturehouse, celebrated the centenary of Indian cinema in Mumbai last week, with Arjun Rampal, Malaika Arora Khan, Arbaaz Khan, Arjun Kapoor, Mandira Bedi, Chitrangda Singh, Minissha Lamba, and Sophie Choudry among the red-carpet VIPs.
   The event, at the Four Seasons Hotel in Mumbai, had Bollywood screenings in three cinemas over the December 16–18 period, showing Dharma Productions’ Kabhi Khushi Kabhie Gham, Kuch Kuch Hota Hai and Yeh Jawaani Hai Deewani, among others, hand-picked by Karan Johar, the film director and producer. The films were played in a space that re-created the in-flight entertainment experience. Guests tuned in to the movie of their choice and wore wireless headphones while seated in the environment of a traditional cinema.
   Bedi said, ‘Silent Picturehouse was an exciting and unique experience brought by British Airways. I was curious to know I would travel the world from my seat as the invite said but I must say I quite enjoyed it. Great experience.’ Arbaaz Khan, meanwhile, called it ‘a fab experience’.
   Said Malaika Arora Khan, ‘I was quite curious about the concept of British Airways’ Silent Picturehouse and how it would work. I really enjoyed the experience of indulging in British Airways’ hospitality whilst watching some of the biggest super hits of Bollywood. This is something we enjoy on our long-haul flights when we travel with British Airways. A unique cinematic experience to remember!’
   Kapoor noted, ‘I had a great time at British Airways’ Silent Picturehouse to commemorate 100 years of Indian cinema. It was definitely a unique experience, something I have not experienced or seen anywhere before this. It’s important to keep your audience in mind while introducing initiatives for them and like Bollywood, British Airways does a great job of that. It’s fun to be here tonight.’
   Another supporter, former model and Miss India-turned-designer Queenie Dhody, got to showcase her line of jewellery at Silent Picturehouse.
   The after-party took place at AER Lounge at the Four Seasons Hotel, with teas from Twinings.
   The Silent Picturehouse concept was created by British Airways in 2010 and was originally used to mark its partnership with BAFTA.


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