PVR Cinemas is set to bring the magic of movies literally ‘next door’ with the launch of the Neighbourhood Cinema concept in Delhi. The opening of PVR Prashant Vihar (a residential complex in the Capital) marks the beginning of a new thought process being explored by PVR Cinemas, which is of cinema reaching out to its patrons, rather than the patrons having to reach out to cinema.
Elaborating on the Neighbourhood Cinema concept, Pramod Arora, CEO and President, PVR Ltd, said, “There is an increasing significance of neighbourhood markets, which are emerging as key commercial hubs within a small geography in major metros. While rising real estate prices are driving the development of such hubs, on the other hand, long distances, traffic congestion and parking issues are propelling consumers to these neighbourhood markets. The time was ripe for us, being pioneers in the industry, to evaluate this model and bring cinemas closer to our patrons.”
Accessibility seemed to be the key word that came out as a result of a comprehensive research conducted by PVR Cinemas, which highlighted that patrons were increasingly seeking high quality cinema options that were also easily accessible. And given the way organised retail is developing in the country, it seems evident that Neighbourhood Cinema, too, will gain in relevance in the times to come.
Arora further said, “Time is of essence, and ultimately with a cinema offering, we’re fighting for a customer’s time. An unmatchable cinema experience with the exclusion of an hour of commute makes a powerful value proposition.”
Sharing PVR Cinemas’ plans for Neighbourhood Cinema, Arora added, “PVR Cinemas plans to take the Neighbourhood Cinema concept further and is keenly looking at the response of the audiences towards PVR Prashant Vihar. Subsequently, we plan to target key neighbourhoods in all the leading cities and towns across the country.”
This comes close on the heels of PVR Cinemas’ entry into the Punjab market where it opened a four-screen multiplex in Ludhiana. This takes the company’s sliver screens count to 89 across 23 locations in 14 cities.