Superstar Shah Rukh Khan recently spotted inaugurating a new multiplex at a mall in the city said that with the advancement of technology, the quality of luxurious experience of movie viewing is increasing whereas the quality of cinema is going to the opposite direction.

SRK was quoted saying, "Earlier, during my childhood we used to watch lots of good film in bad theatres. These days, good cinema theatres are overtaking the quality of films now."

The actor added: "Film watching is always experiential. This kind of beautiful, technically advanced theatre with 3D, leaser projection that offers good experience to our audience, also encourages us to make good films."

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