More than movies
More than movies

PVR has pioneered the idea of offering a fantastic movie experience. We caught up with Pramod Arora, Group President and CEO, PVR to get a better understanding their zeal for offering better movie experiences.   

Neha Malhotra NM): How did the name ‘Priya Village Roadshow’ come about? 

Pramod Arora (PA): When Ajay Bijli took over the reins of Priya cinema owned by his father, he had big dreams to conquer. His first successful venture for PVR was the collaboration with Village Roadshow, an Australian multinational cinema company which wanted to expand in India.  Hence, this led to the formation of Priya Village Roadshow (PVR) and since then there has been no looking back for PVR Limited. In 1997, the company launched India’s first multiplex, a four-screen complex PVR Anupam at Saket, New Delhi.

NM: PVR step up its film distribution by 20 per cent during the current fiscal. What steps were taken to achieve this stature? Moving ahead what is the plan?

PA: PVR Pictures is a wholly-owned company with focus only on the distribution business. Our current distribution slate of 10-12 hindi and eight to 10 regional films that we released in 2011-12 will be ramped up by 20 per cent. Similarly, distribution of Hollywood films will also register a 20 per cent growth over 2011-12 numbers, which were around 14.

We are very well penetrated in India from distribution point of view and future plan is to continue consolidating our presence.  ‘Shanghai’ was released on over 1,500 screens in India and more than 150 screens overseas. The promotion and advertising budget for the film is around Rs 11 crore. We are working with Geetanjali, Star News, and Times of India currently. There are more brand tie ups, which are work in progress at this stage.

NM: Can you brief us about the concept of PVR Talkies? How will it benefit the consumer?

PA: PVR Talkies is the people’s cinema for tier II and III cities. It is aimed at resurrecting the cinema experience in smaller towns in India. PVR has always believed in giving extra to its consumers and understands the needs and preferences of a customer vary from a metro vis a vis a smaller city. Therefore, considering the demand of movie lovers in small cities and to ensure accessibility factor PVR has launched PVR Talkies to reach out to its patrons.  PVR Talkies now has presence in five cities including Vadodara, Latur, Aurangabad, Nanded and Ujjain.

NM: What kind of localisation is being carried out at the tier II and III level? Are designing and interiors also going to see a change?

PA: The motive of PVR Cinemas remains the same to provide to its patrons ultimate movie watching experience. Therefore, localisation is being carried out at the tier II and III level. Most of the cinemas in tier I and II cities have 2K projection screens with 3D enabled and JBL sound system along with 7.1. Dolby Digital Sound is packaged to deliver the ultimate movie experience to the cinema lovers. Also the cost of Food & Beverages at PVR multiplexes in tier II and III cities have been set considering the socio economic structure of the population. For example, in tier II and III cities, the mainstream PVR multiplex offers the food and beverages between the range of Rs 100 and Rs 200 where as in PVR talkies the same is offered between Rs 30 and Rs 100. It is our constant endeavor to indulge our patrons in a great movie watching experience and at a reasonable price.

Furthermore, the designing and interiors are done keeping in mind the city we are entering. For example, PVR Jalandhar has been designed in the most distinctive manner keeping in mind the uniqueness of the city. The entire design replicates local Punjab patterns, i.e., ‘the phulkari pattern’ which is an intricate part of the interior design. Similarly, PVR in Udaipur is another distinctively designed property across India. The multiplex is built within a mall that replicates a palace design in Udaipur. The multiplex has been given classical heritage design with clear lines. An exquisite double jaali design on the fascia of concessions and box office has been given to create a unique 3D look. The artwork in the multiplex exhales the royal heritage feel by depicting classic Bollywood flicks decorated in ornate framed artworks that emulate classic feel of the place like in movies Jodha Akbar, Paheli, Dor, Lekin and many more.

NM: PVR has renewed its deal with Pepsi for 173 screens across India. What were the basis of this deal?

PA: Over the last 15-years, the partnership with PepsiCo has evolved from a traditional supplier relationship, acquiring new scale and dimension with the launch of integrated marketing programmes around the likes of the 2011 Cricket World Cup and the recent Change the Game campaign. Therefore, we are aiming to take it to the next level by announcing PepsiCo as official ‘pouring partner’ for carbonated beverages, packaged juices and water at all our outlets across India.  The range of beverages that PepsiCo offers is vast and at the same time it is popular amongst the movie aficionados. With popularity of the brand across target audiences. We see this partnership as a long and successful one.

NM: What percentage of domestic box office collections does PVR cater to for Hollywood and Bollywood movies?

PA: The box office collections for Bollywood and Hollywood movies are divided into two categories-mass movies and city centric movies. Currently, for Bollywood movies PVR caters a percentage of 10 to 11 per cent in the mass movies category and 14 to 15 per cent in the city centric category. Whereas for Hollywood movies, PVR’s domestic box office share includes 14 to 15 per cent in the mass movies category and 30 to 40 per cent in the city centric category.

Also, enclosed is PVR’s contribution of Bollywood and Hollywood movies of last few hits:




PVR’s Contribution of big Hindi movies and English movies:

Hindi Movies 

All India Net(Cr)

PVR Net(Cr)




Houseful 2






Don 2



 English Movies

Gross all India(Cr)

Gross PVR(Cr)


62 cr(playing


MI 4











NM: PVR had set a step into the retail entertainment format in 2009 with bluO. Where is this heading?

PA: The bowling centre, bluO, brings fashion bowling to Indian consumers, who have long aspired for lifestyle entertainment. Currently, the two bowling centers are set up in Delhi and Gurgaon. We plan to invest Rs 70-75 crore in the business towards opening of bluO across cities like Pune, Mumbai, Chandigarh, Ludhiana, Noida,, etc in the coming three years. We will soon be opening our centre in Bangalore by next month and it will be the largest bowling alley in India.

NM: How is the expansion strategy mapped? What are the cities that you are aiming and how many more multiplexes are set to open?

PA: We have already started setting our base in tier II and tier III cities to meet our patrons growing needs. We aim to reach a target of operating 500 screens by the end of 2014 and of this around 100 screens would be set up in smaller towns and cities. We have aggressive plans to expand our presence in cities like Pune, Ludhiana, Vijayawada, Mumbai, Nagpur and many more.

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