NEW DELHI :
Film exhibition company PVR Cinemas has announced its foray into the international market with the opening of PVR Lanka at One Galle Face Mall in Colombo, Sri Lanka. The nine-screen property that is being launched in collaboration with the Shangri La Group will host a regular theatre whose ticket prices will range around LKR 500 (Rs. 200) and a second luxury format called PVR LUXE that will come for LKR 1,300 (Rs. 600-700).
There is also PVR PlayHouse, an auditorium dedicated to young ones and their families.
“While as a company, we’ve always focused on domestic consumption in India, we saw a huge potential to build a high-quality multiplex in Colombo while exploring the location," said Ajay Bijli, chairman and managing director, PVR Ltd. “It seemed like a marketplace similar to India and not a risky proposition in terms of investment or price points."
Bijli said the movie viewing patterns of Sri Lanka were quite similar to those of south India, where people watch films in multiple languages. Sri Lankans too are accustomed to watching movies in Sinhalese and Tamil, besides English while many of them also consume Hindi with subtitles.
The vision has been to introduce new concepts and make regional content more accessible for the audience in Sri Lanka, Bijli had further added in a statement. The Indian film industry has grown exponentially in the last few years and has a global fan base that PVR aims to cater to through innovation and expansion. However, current international expansion plans are limited to Sri Lanka, with other properties slated to come up in Colombo, and then Kandy and Galle.
The Colombo property spreads across two levels with an area of 38,454 sq. ft. and a seating accommodation of 1,176 audiences.
“We feel very happy to be able to bring PVR’s offerings to Sri Lanka. The market dynamics in Sri Lanka are very similar to that of India which helped us design our product with much more ease. The love for Indian content is huge here and we are aiming to offer a rich and diverse experience to the cine buffs," Sanjeev Kumar Bijli, joint managing director, PVR Ltd, said in a statement.
Currently, PVR has a screen count of 809 at 171 properties in 70 cities across India and Sri Lanka.