PVR Inox's Roadmap To Success In 2024: Tech Marvels, Filmmaker Alliances, And Culinary Experiences

As the year 2023 went by, and as we set foot into the new year, brands and companies are gearing up for what is coming next. PVR Inox, too, is looking at myriad ways to attract audiences through its experiential marketing initiatives which though focused on in-cinema movie-led activations, adopts a comprehensive approach to guest experience across all consumer touchpoints. The cinema giant is collaborating with studios to discover fresh ideas to amplify the films at its cinemas and grow its audience base further in 2024. It is also keen to implement AR/VR based movie activations at cinemas in partnership with studios involving the use of AI for sharper audience segmentation.

In an exclusive tete-a-tete with Everything Experiential, Gautam Dutta, Co-CEO, PVR Inox converses about the successful events or intellectual properties (IPs) created by PVR Inox in 2023, enhancing the overall cinema experience for patrons, launching an In-Seat Cinema App at Director's Cut, connecting with its audience in 2024, innovative technology being utilised and more.

Edited excerpts:

What kind of events or intellectual properties (IPs) have been created by PVR Inox in 2023 to engage audiences and enhance brand loyalty within the cinema ecosystem?

PVR Inox launched it weekday movie plan (Mondays to Thursdays), allowing subscribers to watch upto 10 movies per month for just Rs 699. It achieved the milestone of completion of sale of the inaugural batch of 20,000 subscriptions within few weeks of its launch, witnessing an extraordinary success in the cinema industry. We targeted three significant target groups - students, housewives and senior citizens who have more leisure time on weekdays to give them the opportunity to explore diverse genres and films.

Taylor Swift concert like setup @ drive in cinema, Cheerleaders and drum players during cricket matches, Cosplay (character visits) and movie theme activities for different age groups have been able to drive engagements among audiences. 

With the increasing focus on user experience, what initiatives is PVR Inox taking to enhance the overall cinema experience for patrons?

We map the entire consumer journey start from web/app to the cinema and work towards enhancing their experience. Be it app UI, onscreen content flow or the digital art that runs on our LED screens. Our staff goes through extensive training to add a human touch to our audiences overall cinema experience.

In the Director's Cut cinema in Delhi, cutting-edge technology has been incorporated to effectively combat indoor air pollution. By regulating PM2.5 and PM10 levels, we ensure the provision of the cleanest air possible, consistently maintaining Air Quality Index (AQI) levels below the US standard of 50.

At Superplex, Mall of India, Noida a groundbreaking initiative has been introduced by the company with four distinct concepts being featured in a single cinema. These include Masala Trail, an authentic Indian street food brand; Swamy’s, in-house South Indian brand; Woks & More, offering oriental cuisine; and The Fries Factory, a delectable concept centered on French fries.

We are in the process of launching an In-Seat Cinema App at Director's Cut, empowering guests to take control of their cinema experience. This app enables them to seamlessly order delectable food and drinks without the need to leave their seats, as well as adjust their seating for maximum comfort.

How does PVR INOX plan to strengthen its multi-channel approach, incorporating loyalty programs, research, and online and offline modes to connect with its vast audience base in 2024? What strategies are being in place to incentivise repeat business from your patrons? 

Research and Data dashboards provide a granular view of audience behavior and insights, allowing us to fine-tune our offering, including products and services. We follow an omni-channel approach that encompasses traditional, digital, and in-cinema media to effectively reach our audience. Additionally, a robust database marketing tool ensures personalized communication to every moviegoer based on their viewing behavior. One such product that incentivizes audience for increased visitation is Passport.

What innovative technologies or features has PVR Inox introduced to its cinemas recently to stay ahead of industry players and provide a cutting-edge experience to moviegoers?

Premium and Luxury Screens are the highly desired formats due to their aspirational value. These formats are fully booked for blockbuster movies and PVR Inox is actively looking at increased its share of premium formats within its screen portfolio from 14 – 20 per cent in the coming years. 

We recently launched a 6-screen luxury cinema at Jio World Plaza in Mumbai that features India's first cinema with a dedicated bar and lounge named GATSBY’S BAR, along with a culinary menu crafted by four celebrity chefs and cocktails crafted by a master mixologist.  

What are the key trends that are expected to disrupt the cinema business in 2024? How does PVR Inox adapt to these trends to remain a leader in the market?

Youth driven by social needs would be the dominant target group for cinemas who are willing to pay a premium for their outdoor entertainment. 90-95 per cent of upcoming PVR Inox premiere auditoriums will have recliners as we foresee a huge demand for recliner seats as they are the ones that get booked earlier than other seats. With more Indian multi-lingual films increasingly getting converted to IMAX format, PVR Inox is expanding IMAX screens and with 22 screens is already the largest IMAX player in the country.  We are investing greatly in cinemas as social spaces with various experience points such as selfie spaces adorned with static art which youngsters prefer to flaunt on social media.

What kind of upcoming strategic alliances or partnerships with filmmakers and studios is PVR Inox considering to get into, to bring unique and exclusive content to its audiences in 2024?

At PVR Inox, we are constantly striving to enhance the movie-going experience for our patrons through strategic alliances with filmmakers and studios. These innovations will not only enhance the accessibility of films but also validates PVR Inox's commitment to meeting the diverse preferences of its audience and expand the theatrical market. 

What are the plans of PVR Inox to diversify non-box office revenue streams further, such as introducing novel food and beverage offerings or enhancing advertisement income for the year ahead?

We had recently introduced artisanal Costa Coffee experience within the cinema that aims to offer movie enthusiasts an opportunity to savor artisan-crafted specialty coffee, tea and non-caffeinated beverages like hot chocolate. We would be leveraging the culinary skills of our prominent industry chefs to churn out specially curated menu not only adapting to local & regional tastes of audiences but new concepts, seasonal menus and refining recipes drawing inspiration from flavors across the globe. The diverse food menu in cinema ranges from Indian, Pan Asian and Western food to Mexican, Japanese, Oriental, Italian, South American, Mediterranean cuisine.