PVR Cinemas, the multiplex brand, will make its presence felt at Chennai soon. A seven-screen multiplex from PVR is to come up at Ampa Centre One, a ‘fully integrated mall’, which is expected to become fully operational by September 2006. The company is also looking at Hyderabad, which it says is another key market in the South.
Speaking to exchange4media, Tushar Dhingra, VP-Sales and Marketing, PVR Ltd, said, “South India has been a very important market for us. We found a consistent number of people frequenting the movie halls and the movie experience there until now has not been of the same quality as available up North. Moreover, in Bangalore we have received a terrific response, which is the reason we are opening our services in Chennai.”
The multiplex is to have a ‘dramatic entrance through a futuristic glass capsule and a thematic lobby’. A total of 1,800 seats would be on offer, through a lease-cum-revenue share agreement with the developers Ampa Housing Development Pvt Ltd. While the largest of the screens would host around 500 people, the smallest is expected to accommodate 150 people.
On the pricing, Dhinghra added, “For every market, we have a different pricing strategy keeping in mind the psychographics of the place. Depending on the demand and supply, we have come up with a strategy specific to the city. Every project is tailor made to the needs and demands of the consumers. If we have tickets priced at Rs 500, we also have it as low as Rs 50. Hence, the consumer has wider options and quality experience.”
PVR is expected to engage in branding initiatives regionally soon. The spokesperson added that PVR would look at ‘viable, effective branding solutions’ and would be tapping the local opportunities that came their way.
Of the total of 600,000 sq ft of built up area, the mall would have over 300,000 sq ft of retail space spread over three floors. A Spencer’s hypermarket and a Westside departmental store are the other ‘anchors’ of the mall. The other attractions alongside PVR would be a 20-room boutique hotel, a food mall, and fine dining restaurants.
The mall is fully leased, and the lease period was explained as ‘between 3 and 21 years’ by the promoter, Ampa Palaniappan. MD, Ampa Housing, while speaking to reporters in Chennai on Saturday.