Business News›Prime›Prime Vantage›PVR INOX aims to rekindle the silver screen experience with an out-of-the-box initiative

Invest with Confidence. Lead with Insights.

Drench in the knowledge with exclusive insights, ePaper & smart market tools with ETPrime.

START YOUR MEMBERSHIP

Strategy

PVR INOX aims to rekindle the silver screen experience with an out-of-the-box initiative

Getty Images

Synopsis
Strapline: PVR Passport is a unique initiative to revive the theatrical experience and drive revenues. The initiative is tailored for individual viewing and hence poses a challenge in India, where cinema outings are predominantly a cherished family or group activity. Nevertheless, it may bolster the prospects of small- and mid-size films that are left to be seen either on TV or OTT.

To reignite the cinematic experience in theatres at a time when OTT is making strides, multiplex chain PVR INOX has come up with an innovative promotional drive. It has unveiled a new subscription service, ‘PVR Passport.’ Priced at INR699, the monthly service allows subscribers to watch up to 10 movies in a month. The service comes with a lock-in period of three months and is a limited-period deal with only 20,000 subscriptions up for grabs.