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PVR CINEMAS LAUNCHES A SUSTAINABILITY CAMPAIGN WITH BOLLYWOOD STAR BHUMI PEDNEKAR AS PART OF ITS COMMITMENT TO COMBAT CLIMATE CHANGE

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By Simran Arora
New Update

Bhumi Pednekar, a climate warrior, shoots an exclusive film to drive home an important message on climate change.
- Sensitizes patrons on climate change and encourages them to make sustainable lifestyle choices.

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Delhi, 18th March 2023:  In a unique and disruptive sustainability initiative, PVR Limited, the largest and most premium cinema exhibition company in India (after the merger with INOX Leisure Limited), has joined hands with Bollywood star and passionate climate warrior Bhumi Pednekar to spread awareness among its patrons about the harmful effects of climate change and inspire them to make sustainable lifestyle choices to help conserve the environment.

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The brand has rolled out six versions of a multi-media consumer campaign, each featuring one initiative undertaken by PVR, with Bhumi Pednekar giving a "call to action" through the campaign’s hashtag, #YourTurnToAct. The campaign was unveiled today at PVR Plaza, New Delhi, by Ms. Bhumi Pednekar and Mr. Sanjeev Kumar Bijli, Executive Director, PVR Limited. PVR will be contributing valuable screen time towards this campaign at its pan-India theatres, reaching every part of the country, to promote sustainable behaviour among moviegoers.

Commenting on the announcement, Mr. Sanjeev Kumar Bijli, Executive Director, PVR Ltd., said, "We are happy to partner with one of the finest actresses of the Indian film industry and climate warrior, Ms. Bhumi Pednekar, for the noble cause of creating awareness around climate change." "As a responsible corporate citizen, PVR is committed to making tangible progress towards reducing the ecological footprint by pursuing sustainable activities in its operations and engaging in partnerships to combat climate change and preserve natural resources, ensuring a healthy and sustainable planet."

Adding, he said, “PVR has decided to leverage its position as the leading cinema company to inspire our audiences to make sustainable choices that will help reduce the carbon footprint at an individual level to help achieve the SDG goals.”

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The company is making conscious choices as part of its business practices ensuring that it minimizes harmful effects on the environment across its operations, to become part of the solution and influence change. These include a number of initiatives around energy and water conservation like IOT based Centralized Energy Pressure and Temperature Monitoring, Variable frequency Drives in AHUs, Occupancy Sensors in washrooms besides water flow restrictors in wash basin taps to conserve tap water. Xenon lamp Digital Projectors are being replaced with Laser Projectors that consume lesser power. Single-use plastic in F&B served to customers has been replaced by sugarcane bagasse food containers, coated Paper straws made of biodegradable polymers, in addition to paperless ticketing and QR code entry to gain access to its cinemas.

Ms. Bhumi Pednekar, Actress and Climate Warrior said, “I am thrilled to be a part of a focused sustainability campaign by PVR Cinemas. As leaders in the multiplex exhibition space, their initiatives to reduce power consumption and usage of green measures like sugarcane bagasse cutlery emphasizes on the need to move towards sustainable living. #YourTurnToAct is progressive and easy to follow. I will always support determined moves to raise awareness around climate change in India and this one touched my hearts. There is no Planet B - so the turn to act is now before it’s too late."

Adding, he said, "PVR has decided to leverage its position as the leading cinema company to inspire our audiences to make sustainable choices that will help reduce the carbon footprint at an individual level to help achieve the SDG goals."

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The company is making conscious choices as part of its business practises to ensure that it minimises harmful effects on the environment across its operations, to become part of the solution and influence change. These include a number of initiatives around energy and water conservation, like IOT-based centralised energy pressure and temperature monitoring, variable frequency drives in AHUs, occupancy sensors in washrooms, and water flow restrictors in wash basin taps to conserve tap water. Xenon lamp Digital projectors are being replaced with laser projectors that consume less power. Single-use plastic in food and beverage containers served to customers has been replaced by sugarcane bagasse food containers and coated paper straws made of biodegradable polymers, in addition to paperless ticketing and QR code entry to gain access to its cinemas.

Ms. Bhumi Pednekar, actress and climate warrior, said, "I am thrilled to be a part of a focused sustainability campaign by PVR Cinemas. As leaders in the multiplex exhibition space, their initiatives to reduce power consumption and usage of green measures like sugarcane bagasse cutlery emphasise the need to move towards sustainable living. #YourTurnToAct is progressive and easy to follow. I will always support determined efforts to raise awareness about climate change in India, and this one touched my heart. There is no Planet B, so the time to act is now before it’s too late."

Among the various initiatives being undertaken by PVR, one of the more recent ones is the introduction of uniforms made from fabric woven from yarn recycled from PET bottles. In a span of just 9 months, PVR has been instrumental in recycling 38,000 PET bottles on account of enabling 1000 of its staff to wear sustainable uniforms made out of this fabric (65% recycled polyester and 35% cotton). At an all-India level, 25 cinemas across 20 cities have completely switched to uniforms made from this fabric. Going forward, all mainstream cinema uniforms will be replaced by these uniforms.

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The campaign also showcases various initiatives the company is taking as a responsible corporate citizen to mitigate the impact of climate change and leverages its unique position to reach out to its extensive audience to make them aware of the problem and inspire them to make behavioural changes by adopting sustainable life choices. People are encouraged to use #YourTurnToAct to share how the campaign has inspired them to make sustainable choices.

About PVR Limited

PVR Limited completed its merger with INOX Leisure Limited on February 6, 2023. The merged entity is the largest film exhibition company in India, with 1674 screens across 358 properties in 114 cities (India and Sri Lanka). Since their inception, both PVR and INOX have created iconic cinema brands with storied histories of achieving significant milestones and setting benchmarks in the film exhibition industry. With a collective heritage of transforming out-of-home entertainment in the country, the merged company offers a wide range of cinema services, such as child-friendly auditoriums, the latest screening technology, superior sound systems, a wide range of F&B offerings, film and non-film content, and an array of formats in the premium screen category. 

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