Pune: Film exhibition firm PVR Inox is planning to introduce its luxury offering in smaller cities on the traction it has seen so far from the metros and an expectation of uptick in the number of audiences. Smaller cities also has a catchment of discerning viewers who opt for bespoke movie experience which is why the company is planning to launch such formats in Chandigarh and Hyderabad, Renaud Palliere, chief of luxury collection and innovation, said. The company is bullish on the premiumisation strategy “by the virtue of the higher occupancy that we are getting in the luxury division compared to the rest of the group and the customer stickiness that comes with the sophistication of the product,” Palliere said at the launch of premium property launch in the city.
“The share of revenues from all premium screens combined is at 14% of the group and the number that is growing. We are looking to take that number to 20% in around 24 months. There is a very healthy and regimental schedule of premium openings with 14 screens coming up in two weeks,” Palliere said.
Some of the premium formats launched by the company so far include insignia, luxe, 4DX, director's cut and immersive cinema experience (ICE). The company’s Pune multiplex launched today is its first ICE format in the west region and of the 751 seats, 282 are mainstream while rest are luxury. “India has recovered better than any other country as 90 crore tickets have been sold in two years after the pandemic but.
