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Ever since OTT platforms gained massive popularity, the cinema industry has been witnessing a major downfall. The footfall in the cinema halls has been declining. Now, to draw people back to the big screens, the cinema chains PVR – INOX have decided to take some steps to improve the theatrical experience. According to reports online, the cinema giant is working on a strategic shift by providing ad-free films. Yes, this exciting news is expected to draw an audience at theatre halls.
Needless to say, ads are one annoying factor while watching movies. However, by going add-free, the audience will be hooked to their screens. Money Control in its report has quoted Chief of The Luxury Collection and Innovation, PVR INOX Limited, Renaud Palliere saying, “The time saved on each show will give us the room to add another show during the day, resulting in additional footfalls. The advertising revenue loss will be compensated with the additional footfalls by having one more show. Admissions generate ticket sales as well as F&B sales.”
Palliere added, “In the 10 minutes of content shown before the start of the film, there will be largely movie trailers. This is to focus on our products for which consumers are coming to cinemas. But brands like Pepsi and Coke we are keeping on the screen within the 10 minutes.” However, it should be noted that the new strategy is not applicable to all the PVRs except only seven luxury properties of the multiplex chain in Delhi, Mumbai, and Bengaluru, among others, effective from April 1.
Palliere added that they plan to introduce (ad-free movies) in Pune soon, with plans to expand to other premium screens shortly afterwards. Regarding film performance, the recently released “Bade Miyan Chote Miyan,” featuring Akshay Kumar and Tiger Shroff, failed to make a mark at the box office. In its debut week, it earned Rs 49.9 crore. On the other hand, “Maidaan,” starring Ajay Devgn, received positive reviews from audiences. It generated Rs 3.25 crore on its first Sunday, surpassing the earnings of “Bade Miyan Chote Miyan.” Overall, it amassed Rs 35.70 crore in India and Rs 45.65 crore worldwide. Despite its potential, “Maidaan,” with a budget of Rs 150 crore, fell short of expectations.
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