When Atul Goel, the 31-year old CEO of E-City Ventures, visited Miyapur on the outskirts of Hyderabad sometime back, what struck him was the surging crowd in front of a run-down cinema hall. A few months after his visit — in November 2007 — Goel launched Talkie Town, the company's value brand for the masses. Quite predictably, the first such theatre with two screens and a capacity of 1165 each was launched in Miyapur.