PVR has recently launched an eight screen multiplex with the Enhanced Cinema Experience to take its level of services to another level. In a conversation, Sanjeev Bijli shares the project insights.
Neha Malhotra (NM): PVR has just launched an eight screen multiplex at Kurla. Can you brief us about this launch?
Sanjeev Bijli (SB): Having understood the market of Mumbai and each aspect of cinema viewing and experience, PVR (ECX) will introduce the next level of cinema experience - complete navigation programming, advanced technology and state- of- art , elaborate food and beverages formats and the first-ever gold-class auditorium. This multiplex will go beyond the imagination by 7.1 Dolby Digital, 2K to 4K projection with 3D enabled screens on JBL speakers systems. Spread across an area of 60,000 sq. ft. and capacity of 1518 seats, the property will provide an ultimate cinema viewing experience to the movie lovers.
NM: PVR’s first-ever Gold class is also being launched. What does this spell for Mumbaikars?
SB: This cinema will have PVR’s first-ever Gold class. The Gold class to be soon launched will be equipped with headphone facility for better sound. This will be accompanied with exclusive gold lounge & kitchen and a wide variety of freshly prepared food and beverages. Its technology and comfort infused into one entity. Enhanced Cinema Experience (ECX) will prove to be a premium entertainment experience for the movie connoisseurs.
NM: What special attention has been given to the interiors of the property?
SB: The interiors of the cinema have been artistically designed to enhance the visual appeal of the property and at the same time provide the comfortable seating arrangement. This multiplex design is based on the reinterpretation of the Lotus flower evolving beauty and aspiring to become a part of the visitor's long-term memory.
NM: What are the F&B options people can look at?
SB: There are four F&B options that people can choose from. Elaborate food and beverages formats include F&B options by team of Chefs at Café ‘in non-ticketed area, specialised kiosks and candy.
NM: How much investment did the project call for? What kind of returns are being expected from the same?
SB: The project called for an investment of Rs 15-16 crore. The payback period is expected to be around three to four years at a return of 20 per cent.
NM: What is the brand’s present stature? What is the way forward?
SB: PVR currently operates a cinema circuit consisting at 213 screens in 46 cinemas in 13 states & 27 cities across India. PVR's service offerings include low-cost multi-screen cinemas that offer superior ambience and high hygiene standards for consumers in Tier II cities; branded as 'PVR Talkies' at one end of spectrum. On the other hand, PVR has launched the premium brand of multiplexes called "PVR Premiere" which includes Gold Class Cinemas that caters to the esteemed urban consumers with facilities like fully recliner seats, personalized menu, lounge areas, and many such services. In addition to its existing models, PVR recently launched a dazzling new concept of luxury cinema viewing at Director's Cut PVR.
Moving ahead we are looking at exciting new opening and target to reach 300 screens by March 2013.