This is what people mean when they say that they've hit pay dirt. When the management of the ultra-popular Sandhya (RTC X roads) started a theater a few light-years from the city at Madhapur, everybody thought these guys took ET a tad too serious. But now they know better. They did take ET seriously all right. Originality always clicks.
The originality in this idea was the location, and to feel the pulse of the population there. Hitech had all kinds of myths associated with it - like one that a ticket here cost Rs. 200. But it was just a bit over a 100 bucks at one point of time.