PVR Inox, India, is introducing advertisement-free movie cinemas in select luxury properties across the country for the ultimate movie-watching experience. The company said the ad-free experience is a direct reaction to shifting audience preferences identified through tools used by PVR Inox to record customer feedback.
The company said this decision reflects PVR Inox's commitment to providing an unparalleled and totally immersive movie experience. Moreover, PVR Inox may plan additional shows by using the time saved, attracting more customers and, as a result, increasing box office income for theatres.
Now, as a part of this initiative, PVR Inox will be removing pre-show and interval on-screen advertisements on the specific luxury screen. They will, therefore, be catering to premium audiences who desire an ad-less movie-watching experience.
PVR Inox Limited's chief of the luxury collection and innovation said, “We are excited to introduce the ad-free viewing experience in our luxury cinemas without any commercial advertisements, reaffirming our commitment to delivering the highest standards of entertainment to our discerning audiences. Going ad free aims to enhance the movie-going experience and offering our patrons with the utmost value for their time and money. By eliminating pre-show and interval advertisements, we aim to create a conducive environment where audience can fully immerse themselves in the magic of storytelling on the big screen.”
At present, the ad-free experience is being implemented at select PVR Inox premium properties in Delhi, Gurugram, Bengaluru, Mumbai, and Pune.