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Topmost multiplex chain PVR INOX is adapting a new model in their business owing to the declining audiences downfall coming to the theatres recently. Weak box office collections of movies have affected the theatre business with big Bollywood films also delivering sub-par performance in the last three months.
"The time saved on each show will give us the room to add another show during the day, resulting in additional footfalls," said Renaud Palliere, Chief of The Luxury Collection and Innovation, PVR INOX Limited, who added that additional admissions will trickle down to increase in food and beverage revenue. "The advertising revenue loss will be compensated with the additional footfalls by having one more show. Admissions generate ticket sales as well as F&B sales," Palliere said.
Currently, the ad-free experience is being implemented at select PVR INOX premium properties in Delhi, Gurugram, Bengaluru, Mumbai, and Pune.
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These include PVR Director's Cut, Ambience Mall, Delhi and Gurugram, and Forum Rex Walk, Bengaluru; INOX Insignia at Ardee Mall, Gurugram; INOX Insignia at R Cube, Monad Mall in Rajouri Garden; INOX Epicuria, Nehru Place; and INOX Insignia in R Mall, Thane, Mumbai.
"In the 10 minutes of content shown before the start of the film, there will be largely movie trailers. This is to focus on our products for which consumers are coming to cinemas. But brands like Pepsi and Coke we are keeping on the screen within the 10 minutes," added Palliere.
"In this segment (premium screen) people are time conscious. Also, a lot of these ads were countrywide and were not focused towards that particular audience," he added. "We will soon be opening (ad free movies) in Pune and very soon it will follow in other premium screens. Within the next few months, we are looking at extending beyond the current batch," said Palliere, who is looking to increase the share of premium screens in the total screen portfolio of PVR Inox.