NEW DELHI :
Movie exhibition chain PVR Cinemas has launched a 12-screen superplex at Vegas Mall in Delhi’s developing Dwarka area. With 1,850 seats, it is the chain’s biggest property in the capital region while the screen count remains second to the Logix theatre in Noida.
PVR has spent an estimated Rs. 70 crore on the property.
The superplex includes one IMAX screen, one 4 DX screen, two premium LUXE auditoriums, seven mainstream and one auditorium dedicated to children- PVR Playhouse.
“Dwarka houses one of Asia’s largest townships and boasts of several double income couples but had no multiplex till now with people having to travel to West Delhi or Gurgaon to watch movies," said Gautam Dutta, chief executive officer, PVR Cinemas. “It was a low-hanging fruit for us."
As far as the investment in large-format cinema goes especially to combat the threat from over-the-top video streaming platforms, Dutta said the exhibition chain had evolved to meet new challenges.
“It would be clichéd to say there is no threat from streaming platforms but our research has shown anybody who watches content on their devices, in turn, tends to consume more content in theatres too. That has created a high ground for how cinemas have to evolve. We have gone from just providing a space to screen movies to wider out-of-home entertainment with food, beverage and overall design," Dutta said.
With this opening, PVR Cinemas stands at a count of 62 screens in 16 properties in New Delhi and 244 screens across 56 properties in northern India.
“It is extremely gratifying to introduce another advanced and luxurious cinema concept for our patrons in Delhi. Out-of-home entertainment has been an important part of the Indian entertainment business, and it is our responsibility to continue to offer enhanced experiences to our customers," Sanjeev Kumar Bijli, joint managing director, PVR Ltd. said in a statement.