PVR is gearing up to revolutionise the cinema experience on its premium screens. Known for its plush seating and superior sound quality, PVR has often been criticised for bombarding viewers with lengthy ad breaks, leaving patrons less than thrilled. Additionally, theatre attendees have been decreasing due to recent disasters at the box office.
Now, according to a recent report by Money Control, PVR is set to trim down the ad time significantly. Previously, viewers endured a whopping 35 minutes of ads per show. Now, that’s been slashed to just 10 minutes, giving moviegoers more time to enjoy the main event.
But here’s the real kicker – the time saved will be used to add more shows throughout the day. So not only will audiences be spared from the ad overload, but they’ll also have more flexibility in choosing showtimes.
Advertising Revenue Loss Will Be Compensated By PVR-INOX – Here’s How!
Renaud Palliere, Chief of The Luxury Collection and Innovation at PVR INOX Limited, explained the rationale behind the move. “The advertising revenue loss will be compensated with the additional footfalls by having one more show. Admissions generate ticket sales as well as F&B sales,” he said.
This change isn’t limited to just a few select cities. Premium formats like Director’s Cut and Insignia in major cities such as Delhi, Mumbai, and Bengaluru are already enjoying ad-free shows. Palliere emphasized that this trend will soon spread to Pune and beyond, reaching more premium screens in the coming months.
No Confirmation On Ad-Free Experience At Regular Screens And IMAX So Far
But what about regular screens and IMAX? While there’s no confirmation yet, it seems the focus is primarily on the premium segment. Palliere hinted that the decision stemmed from the resilience of premium screens, which have maintained steady footfalls despite the performance of movies.
According to Money Control, premium screens currently make up 15% of PVR Inox’s total 1,741 screens. Palliere revealed plans to increase this to 20% within the next two years, indicating a growing demand for premium cinema experiences.
(Also read: FEFKA And PVR-INOX Resolve Disputes Over Compensation, Malayalam Films To Be Screened From Tomorrow)
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