Friday, May 25, 2007

The Crap Economist

I made a special observation about the multiplexes in the city. They are more like casinos. You enter and find yourself in a hyper-real world. Eyes widen in glee and hands start shaking. Who remembers what happened behind the doors of a casino anyway! It’s your time for time-out and you will happily forget the real world and the famished boy asking for two rupees at the red-light.

Everything looks perfect. Models on billboards with perfect teeth and good skin. Customised music, mellowed down to reflect the intended texture of any floor space. Bargains that are always too good to be true. Combo meals. Spatial arrangement of products and ad’s with the skimpy model behind that makes you do a double-take. Low-key products camouflaged with outstanding branding and strategically placed among superior peers, so you can easily cherry pick them. Food that more often than not looks way better than it actually tastes (they sometimes even induce your appetite). Inviting movie posters for otherwise intolerable movies, making them look larger than life. Hell!…even the people there look happier and more colorful than otherwise.

But all that jazz didn’t keep me blinded for long. I think of City Centre as an infinite sink. Whoever goes into it, drains his mullah in the sink (mind you very unknowingly). Everyday the sink gets more powerful and attractive and draws more people towards it. Trust me, you will find a way to put some money in the sink somehow. Be it a bottled water or something as harmless as an ice-cream, it doesn’t matter; the money goes to the sink. So even if there is no will, there is always a way!

Rethinking the situation, is it not more like Uncle Scrooge’s vault? Most people who enter, drop at least one gold coin, and the heap of gold keeps growing taller and mightier. Needless to say Scrooge and his nephews gets to do all the gold surfing.

I have been a big patron, I do not deny it, but how can I help? It’s a casino for god’s sake! It’s the best place in the desert and unlike mirages, they are all real.

But don’t stop spending! Who knows …. maybe I will be the one drafting ingenious retail strategies in the future.

Leelay

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