India’s largest multiplex operator, PVR INOX, is making cinema outings more affordable through a new ‘Smart Cinema’ strategy. It will provide for lower ticket prices in smaller cities and towns and extend modern cinema to regional cities and towns.
The company believes that India’s next phase of cinema growth will come from Tier-II, Tier-III and emerging markets, where access to premium multiplexes is still limited. With a more cost-effective theatre model, PVR INOX would like to bring more people back to the big screen.
Smart Cinemas will be developed using the capital-efficient franchise-oriented approach versus traditional multiplexes and will provide a higher quality of cinema experience.
The cinemas will have modern projection technology, immersive sound systems, comfortable seating and a premium viewing experience with a lower investment.
One of the key features of Smart Cinema is its affordable pricing. PVR INOX expects ticket prices to be around 20–25% lower than multiplexes in bigger cities. In a few places movie tickets may be around ₹175 and so theatre admission is more accessible to families, students and budget-conscious audiences.
The company has outlined an ambitious expansion roadmap as part of this strategy. PVR INOX will add nearly 1,000 new screens to India’s population within the next 5 years, with Smart Cinemas in the lead to reach almost 300 smaller cities.
Many of these are under-represented in organized multiplex entertainment and would offer huge growth opportunities.
PVR INOX believes that the increasing disposable incomes, the increasing infrastructure investment and the increase in demand for high-quality entertainment in smaller cities will drive interest in cinema.
By offering cheap ticket prices with some comfort and modern technology PVR INOX hopes to increase footfall and make movie-going a new leisure activity for more people.
The expansion will also benefit India's film industry. A bigger network of multiplexes in underserved regions will be able to reach more Bollywood and regional-language films and hence increase box office revenues.
Industry pundits say that the strategy comes at a crucial time as cinemas compete with OTT platforms for viewers’ attention. At so low a price point, audiences may seek theatres again, especially for big-ticket releases and family entertainment that will also be best viewed on the big screen.
Apart from lower ticket prices, the Smart Cinema model will also prioritize quality food and beverages and make the overall movie experience more budget friendly. The franchise-driven model will keep the company at the heart of its operations and provide a consistent cinema experience for all locations.
If successful, PVR INOX will change India’s multiplex industry and make premium cinema more accessible beyond large cities. Smart Cinemas is a bet that value-driven entertainment will bring millions of movie lovers back to theatres.
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