PVR Cinemas has announced the appointment of Dharmesh Datta as Vice President, Alternate Content. He commenced his new role from June 23, 2014 and will be based out of Mumbai. In this role Datta will focus on developing and executing a strategy to stimulate ‘Event Cinema’, that is, alternate content initiative.
Datta brings with him an experience of over 16 years, having worked in organisations such as Wizcraft International Entertainment, Lintas India, The Times of India Group, Network18 (TV18 Group) and Endemol India.
“We are pleased to welcome Dharmesh to the PVR family,” said Kamal Gianchandani, President PVR Pictures Ltd. “His extensive experience in serving large businesses, building properties and consumer insights will be invaluable as we aim to take a step further and go beyond movies to showcase other forms of compelling content at our cinemas. Dharmesh adds the necessary leadership and depth, as we continue to explore new and more meaningful ways to engage our patrons.”
Commenting on his new role, Datta said, “I am very excited to be a part of the largest multiplex chain in India. PVR is the most respected name in the film exhibition industry and is known for bringing world acclaimed cinematic content to its viewers in the country. Designing a strategy to monetize alternate revenue streams and building on differentiated properties for PVR will definitely be an exciting proposition for me.”