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Business News/ Companies / People/  PVR, Dolby Atmos in Rs40 crore sound technology deal
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PVR, Dolby Atmos in Rs40 crore sound technology deal

PVR says it will install Dolby Atmos technology across 50 screens in two years for a better sound experience

Photo: Hindustan TimesPremium
Photo: Hindustan Times

India’s largest movie exhibitor, PVR Ltd, on Tuesday tied up with surround sound technology provider Dolby Atmos for a 50-screen deal worth 40 crore.

PVR said it will install Dolby Atmos technology across the 50 screens in two years for a better sound experience. Dolby Atmos enables moving sound around you in three-dimensional space.

“Whatever is new in terms of technology we try to introduce that. Anything which gives either newer or better experience to the consumer, we are gunning after that," said Ajay Bijli, chairman and managing director, PVR.

PVR plans to install Dolby Atmos in premier locations, including PVR Sangam (Delhi), PVR Market City (Bengaluru), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai). At present, Dolby Atmos is used in 100 movie screens in India.

The company also plans to add 150 low-cost screens in tier-III cities, the next frontier of expansion for the company. At present, it operates 80 screens in smaller towns and cities.

PVR operates a network of 474 screens spread over 106 properties in 43 cities across India.

With the box office success of films such as Baahubali and Bajrangi Bhaijaan, Bijli said July would probably be one of the best months in the history of PVR in terms of overall revenue.

“I think the momentum is there, this quarter is also looking good. With films like Bajirao Mastani and Shahrukh Khan starrer Dilwali, the third quarter looks promising. I think somewhere I am very happy with the pipeline of the films which are coming and also the appetite of people to go out. Last year wasn’t such a good year. We have always seen these cycles, this year is looking to be a blockbuster year," said Bijli.

PVR’s net profit increased almost eightfold in the June quarter, driven by the box office success of movies such as Piku, Fast & Furious 7 and Avengers.

PVR has also tied up with South Korean company CJ 4DPLEX, a part of the CJ Group, for 4DX technology, which allows a motion picture presentation to be augmented with environmental effects such as seat motion, wind, rain, fog, lights, and scents along with the standard video and audio.

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Published: 29 Jul 2015, 12:02 AM IST
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