PVR INOX, India’s leading cinema chain, has announced a new initiative to attract movie lovers back to the theatres. The company has launched a monthly subscription pass called ‘PVR INOX Passport’, which allows customers to watch up to 10 movies per month for a fixed fee of ₹ 699.
PVR-Inox Passport Details
The subscription pass will be available from October 16 and is valid for screenings from Monday to Thursday. However, it does not include premium offerings such as IMAX, Gold, LUXE, and Director’s Cut. Customers can buy the pass through the PVR INOX app or website and redeem it by choosing a Passport coupon as a payment option at the time of checkout.
The company said that the subscription pass is aimed at motivating the consumers to visit theatres regularly and enjoy a variety of films. The company also said that it has reduced the prices of food and beverages by 40 percent and introduced attractive food combos at ₹ 99 from Monday to Thursday between 9 am and 6 pm.
Official statement from PVR INOX
Gautam Dutta, co-CEO of PVR INOX Ltd, said the company has been engaging with the customer base to know more about their movie watching habits.
“There is a sentiment, the consumers are saying that we love the movie experience and we love to come out to a cinema. But we can’t get it all. We keep slotting what are the event films and what are the movies that can be consumed on TV, iPad and mobile.”So in their mind, ‘Pathaan’, ‘Jawan’, ‘Salaar’, ‘Leo’, are some of the big cinema films. And then there are certain films that they really want to watch but don’t mind waiting for them a little longer… So when we probed and said, ‘why can’t you come to a cinema hall every week?’ They said it becomes expensive,” Dutta told PTI.
He said event films are becoming bigger, smaller films are failing at the box office. He said between 13-16 movies are released every work. This scheme will work consumers back into the cinema.
He said because of the initiative, more films will get made and more people will come to consume them. “And after some time, you will create this habit of consumers coming back to the cinema. So it’s really a momentum shifter, not just a price promotion,” he added.
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He said with the offer, the company wants to target “students, housewives and senior citizens”.
‘PVR INOX Passport’ could be bought with a minimum subscription period of three months. It can be bought via the app or the website.
PVR INOX said that the subscription pass is non-transferable and customers will have to show a government-issued identity proof when checking in at the cinema. The pass will also be applicable only on movie tickets priced below ₹ 350. If customers want to book a ticket above ₹ 350, they will have to pay the difference amount.
The company said that it hopes that the subscription pass will create a habit of consumers coming back to the cinema and support the film industry, which has been hit hard by the pandemic. The company also said that it will continue to follow all the safety protocols and ensure a safe and hygienic movie-watching experience for its customers.
Ajay Devgn Lauds The PVR-INOX Passport Initiative
The initiative has received praise from Bollywood actor Ajay Devgn, who tweeted, “The subscription pass launch by PVRINOX is an interesting move towards democratizing cinemas.
Keeping a close watch on how this shapes the movie going experience for the film fanatics.”
Devgn’s upcoming film ‘Maidaan’, a biopic is expected to release in theatres soon.
Ajay Devgn is currently shooting for second schedule of Singham 3 in Hyderabad. The film, titled Singham Again, will see Ajay Devgnreprising his iconic role of Bajirao Singham, the fearless and honest cop who fights against corruption and injustice. But that’s not all. The film will also feature two other superstars from Rohit Shetty’s cop universe – Akshay Kumar as Sooryavanshi and Ranveer Singh as Simmba.
A source said to another publication, “Everyone’s role in Singham 3 is extremely vital and integral to the script. Rohit Shetty has left no stone unturned for Singham 3 and it is going to gladden everyone’s hearts.”
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