India’s largest multiplex chain, PVR INOX, has launched a new offering called PVR INOX Passport. For a price of ₹699, consumers can watch 10 movies in a month on weekdays, excluding access to IMAX, Gold, LUXE, and Director’s Cut services. This unique plan is aimed at attracting senior citizens, housewives, students, and youngsters who may have lost the habit of watching movies in theaters. Analysts believe that this initiative could boost weekday theater occupancies and improve food and beverage sales.
Although the movie industry has witnessed successes with films like “RRR,” “Pathan,” “Pushpa,” and “Rocky and Rani Ki Prem Kahani,” theater occupancies have not yet returned to pre-Covid levels. PVR hopes that the limited period offer of the PVR INOX Passport will entice moviegoers to return to the big screen.
Gautam Dutta, co-CEO of PVR INOX, stated that the target groups for this offering are students, housewives, and senior citizens. He believes this innovative offering will revitalize weekday cinema attendance and transform how patrons engage with and enjoy movies.
The popularity of over-the-top (OTT) platforms and their frequent releases of shows and movies have impacted cinema attendance. Additionally, the younger generation, equipped with mobile devices and easy access to data, find little appeal in watching movies on the big screen.
PVR is aiming to recreate the social experience of going to the movies, which was a tradition for generations. However, the rise of OTTs has reduced the time gap between theatrical releases and their availability on streaming platforms. Some movies, including “Knives Out ‘Glass Onion'” and “The Archies,” are even opting for direct releases on OTT platforms.
By offering discounted ticket prices through the PVR INOX Passport, the cinema chain intends to attract a wider audience and increase occupancy rates. Analysts suggest that lower pricing and good content will be crucial factors in attracting viewers back to theaters.
PVR’s Passport offer is limited to 20,000 passes and is not available in South India. The goal of this offer is not only to boost weekday occupancy but also to allow newer audiences to explore a variety of movies across different genres.
Theatrical releases of small-budget films have been affected the dominance of large-budget movies and the growing popularity of OTTs. PVR’s passport plan may provide a boost to these undiscovered small movies and introduce audiences to fresh and captivating storytelling.
PVR INOX takes advantage of price reduction as a strategy to attract young audiences. This move is expected to increase occupancy and drive higher food and beverage and ad revenues without incurring additional costs.
PVR INOX aims to provide an opportunity for moviegoers to discover new stories and be entertained on the big screen. However, whether the younger generation, known for seeking unique experiences, will embrace this offering remains to be seen.
Overall, PVR INOX’s new initiative, the PVR INOX Passport, hopes to revitalize the cinema industry attracting various target groups and offering discounted movie-watching opportunities.