PVR Cinemas Opens Kerala’s First Imax
PVR Cinemas has opened Kerala's first Imax in its new a 12-screen multiplex at the Lulu Mall in the state capital, Thiruvananthapuram. The cinema will be opened to the public on December 5.
PVR Cinemas has opened Kerala's first Imax in its new a 12-screen multiplex at the Lulu Mall in the state capital, Thiruvananthapuram. The cinema will be opened to the public on December 5.
This has been a momentous year for PVR Cinemas. In March, the company announced that it was merging when INOX Cinemas. When that deal is finally approved, which is expected in the coming months, the combined entity will become the largest film exhibition company in India operating 1,546 screens across 341 properties in 109 cities. In May PVR entered into an agreement with Oma Cinema of France to introduce the concept of cinema pods in the Indian market. Through its vertical architecture, Oma provides the audience with an intimate cinematic experience with tiered balconies, or pods, enabling viewers to enjoy a sociable cinema experience while enjoying a perfect view of the screen. Later that month, PVR introduced 270-degree on-screen experiential cinema advertising. The car manufacturer Maruti Suzuki was the first advertiser to use the platform to launch its new 2022 Maruti Suzuki Brezza. In July the company announced it was working with Cinionic to convert all its screens to laser projection. And last month it worked with Amazon to present a truly unique cinema ad. The commercial begins with a voice-over giving a command to Alexa to dim the lights. To the audience’s surprise, not only do the lights in the film dim, but the theatre lights dim as well. I recently spoke via email with PVR Cinemas CEO Gautam Dutta and Cinionic CEO Wim Buyens to speak about innovation and its role in cinema’s future. Here is our conversation.
PVR Cinemas has announced its latest innovation in the in-cinema advertising space since its come-back after the pandemic by introducing 270-degree on-screen experiential cinema advertising to drive higher excitement for brands. Leading car manufacturer Maruti Suzuki is the first advertiser to use this platform to launch its new 2022 Maruti Suzuki Brezza.
PVR, the largest multiplex chain in India, today announced plans to install Dolby Atmos in 50 of its cinema screens across the country over the next two years. When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.