Realising the immense potential of smaller towns, which can be a growth driver in the future, PVR Cinemas is now foraying into the tier II and tier III cities with the launch of PVR Talkies in India.
Speaking on the occasion, Ajay Bijli, Chairman and Managing Director, PVR Ltd, said,
“In 1997, we enhanced the way India went to the movies. Now, in the second stage of our mission, we are taking our enhancement to more and more places in the country. With PVR Talkies, people’s cinema has arrived. It is my fervent hope that PVR Talkies will induce people to come back to the big screen and rediscover the true magic of movies.”
The digital theatres under the PVR Talkies brand will kickstart with pilot projects in Aurangabad and Latur, which is slated to be operational from the last week of September. The computerised tickets will be priced between Rs 40 and Rs 60. Both Aurangabad and Latur will have three screens each with 1,151 seats and 1,148 seats, respectively.
PVR Talkies has already signed 53 screens across the country and is planning to cover 13 states with a target city list of 70-plus in the first phase. The investment outlay is envisaged to be in excess of Rs 200 crore over the next three years.
PVR Cinemas, which pioneered the multiplex culture in India, is now ushering in a new revolution with digital theatres. These theatres will work on the priniciple of digitised content being distributed to theatres through satellite or fibre optic cables.
The digital theatres are expected to impact the movie industry significantly. This move will enable wide releases of a movie in different distribution territories all across the country. It would also help in curbing piracy.
Said Sanjeev Kumar, Executive director, PVR Ltd, “The wider reach and footprint of PVR Cinemas and PVR Talkies would be a boost to the industry at large. It will make our distribution division a great value proposition for the industry. The acceptance of the product with the Indian populace shall be critical for the success of PVR Talkies.”
After Aurangabad and Latur, the next destinations for PVR Talkies would be the Delhi-Uttar Pradesh territory, Maharashtra, Hyderabad and Punjab.