Cinema multiplex brand PVR Ltd has launched a new brand ‘PVR Premiere’, targeted at high-end consumers in metros. The company will launch the new concept in New Delhi within a month, followed by a Mumbai launch in March 2008. By 2010, the company aims to set up 30-40 PVR Premiere screens.
With the launch of this new brand, PVR aims at becoming the most comprehensive brand in the entertainment industry – PVR cinemas for urban and semi-urban cities; PVR Talkies for tier II and III towns; and now PVR Premiere for high-end urban catchments. A substantial part of PVR’s expansion would be pegged around this concept.
According to Ajay Bijli, Chairman and Managing Director, PVR, “Strong brands constantly reinvent themselves to remain current and relevant, and that is what makes strong brands go on indefinitely. It is hence imperative for PVR to keep reinventing itself, so that it remains relevant to today’s consumer.”
Sanjeev Bijli, Joint Managing Director, PVR, added, “With the industry booming and growing at a tremendous pace, I am sure PVR Premiere will raise the bar for multiplexes in the country. Transcending prevalent standards of film viewing, PVR Premiere will cater to the evolving taste and preferences of urban consumers in the metros and cosmopols.”
PVR Premiere will offer unparalleled legroom, fully reclining seats in two gold class and four premiere class auditoriums, personalised menu overseen by a maitre d’, exclusive lounge areas with bookshelves, digitised banners in the premises of the cinema, and a concierge service. The value chain of movie watching experience has been extended with free downloadable ring tones, pictures, and movie schedules, among lots of other exciting options on their phones.