PVR launches new sub-brand Icon
The brand's first multiplex was built by giving a Rs 25-crore makeover to its existing Cinemax facility at Mumbai's Infinity Mall
Cinema exhibition chain PVR Ltd has announced the launch of a new sub-brand PVR Icon at its property in Infinity Mall, Versova, Mumbai. The property had earlier housed Cinemax, which PVR acquired in 2012, and has been entirely revamped to provide an enhanced cinematic experience with advanced technologies.
The new multiplex was inaugurated by Bollywood star Shah Rukh Khan, and the entire team of Dilwale, which includes Kajol, Varun Dhawan, Kriti Sanon, and Rohit Shetty, who were present to release a new track from their film, ‘Manma Emotion Jaage’. “PVR provides one of the best cinema-viewing experiences to the audience,” said Khan, adding: “We just saw parts of our song ‘Gerua’ here, and the experience is completely different.”
The six-screen multiplex is equipped with 4K projection system and Dolby Atmos sound system in all its auditoriums. Of the six, two are PVR’s trademark Gold Class auditoriums. These have a touch-screen interface to adjust the recliner seats and have USB charging slots. The ambience has been upgraded with larger lobby space, especially curated wall arts and digital and interactive kiosks which showcase movie trailers. The revamp required an investment of around Rs 25 crore, said Ajay Bijli, chairman and managing director, PVR Ltd.
Speaking to Forbes India on the sidelines of the launch, Bijli said: “This cinema is for the discerning, tech-savvy audience. We are trying to push the envelope and improve the quality of service. The customer must feel that he has been transported to a different world.” With Icon he hopes to act as a platform between prolific filmmakers and an audience with a voracious appetite to consume cinema.
Gautam Dutta, chief operating officer, PVR, says that the focus was on providing more leg-room, and a more comfortable seating experience. The number of seats per auditorium has been cut to facilitate this. “We have also focussed on improving the food and beverage section. The entire food section is in-house, which allows us to take charge of the quality. We are also launching our own range of potato wafers next month, called Indulgence,” he says.
PVR Icon would be the sixth variant in PVR’s existing portfolio. The other five include PVR Imax, PVR ECX, PVR Premiere, PVR Mainstream Cinemas and PVR Directors Cut. Bijli says that the rationale behind this is to address every type of audience.
At present, PVR has 477 screens in 107 locations across 44 cities in India. In the future, Bijli plans to revamp other Cinemax multiplexes and also upgrade the existing PVR multiplexes under these categories. “Tomorrow, we will be launching PVR Premiere in Bengaluru and the next PVR Icon will be launched in Pune in May 2016,” shares Bijli. He adds that PVR Phoenix in Lower Parel will also be rebranded as PVR Icon, as it was launched almost ten years ago.
