PVR will allocate 20% of total screens to the luxury segment

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NEW DELHI: India’s largest multiplex chain PVR Cinemas plans to have 20% of its screen count targeted at the luxury segment over the next three years. The company which has signed a deal with property developer M3M India to set up an eight-screen multiplex on 65th Avenue in Gurugram, a luxury retail project, said traction for luxury, initially limited to Indian metros, is now finding prominence in smaller cities.

“The luxury segment is generally content-agnostic, as people easily use these comfortable services, whether it’s recliners or food and drink served at their seat. Audiences in every city are increasingly developing a propensity to spend on finer things,” said Sanjeev Kumar Bijli, ioint General Manager, PVR Ltd at Mint.

PVR will take the luxury segment beyond Delhi, Mumbai and Bengaluru to cities such as Gurugram, Lucknow, Jaipur and Thiruvananthapuram in the coming years.

Gurugram’s latest property set to be ready within the next year, will see two LUXE format screens, with a live living room and kitchen, a 4DX format screen, which will house motion seating and special effects, including including wind, fog, lightning, bubbles, water, rain and scents, in 2D and 3D formats, and another screen in the P[XL] format with extra-large screens, advanced laser projection and sound system.

Besides M3M, PVR is actively working with developers such as DLF India, Prestige Group and Phoenix Group.

Film industry experts say audiences locked at home for more than a year due to the pandemic may need more than normal fare to be brought back to cinemas. As moviegoers grow accustomed to the convenience of watching web shows and movies in all languages ​​from the comfort of their own homes, cinemas and multiplexes must re-attract them through luxury formats – smaller auditoriums and more lavish, larger, high-tech screens and personalized menus. . Although the cost is ultimately passed on to the customer, for people who are willing to spend, these formats offer premium service and an intimate, safe and hygienic environment.

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