PVR Cinema is India’s largest multiplex chain operator, with a significant presence in over 70 cities across India and several other countries. The company was founded in 1995 by Ajay Bijli, and it currently owns and operates over 850 screens, making it one of the largest cinema chains in the world.
PVR’s success can be attributed to its focus on providing customers with an immersive cinema experience, investing heavily in state-of-the-art technology, such as 4DX, IMAX, and Dolby Atmos, and operating luxury cinemas, such as the Director’s Cut and the Gold Class.
In addition to this, PVR has been a pioneer in introducing new concepts to the Indian cinema industry, such as the multiplex concept and the PVR Privilege loyalty program. PVR’s commitment to innovation, customer service, and strong marketing strategies has helped it establish a dominant position in the market, with a revenue of over 9 billion INR in the financial year 2020-21.
PVR Founding Story / How PVR came into being
PVR, short for Priya Village Roadshow, was founded in 1995 by Ajay Bijli.
Bijli came from a family that owned several single-screen cinemas in Delhi. He was familiar with the challenges of running a cinema business, such as the high cost of maintaining single-screen cinemas and the difficulty in attracting audiences to watch movies that had been released several weeks earlier. However, Bijli also saw an opportunity in the changing preferences of the Indian audience. He believed that the multiplex concept, which was already popular in countries like the United States and Australia, would be successful in India.
Bijli’s vision was to create a premium cinema experience that would cater to the changing preferences of the Indian audience. He partnered with the Australian cinema chain, Village Roadshow, to bring the multiplex concept to India. The first PVR cinema was opened in Saket, Delhi, in 1997, and it was an instant success.
PVR continued to expand rapidly, and by 2004, the company had over 100 screens in operation. In 2012, PVR acquired Cinemax, another major multiplex chain in India, further consolidating its position in the market. Today, PVR is the largest multiplex chain operator in India.
PVR offerings and services
The company has made a name for itself by offering a range of services and offerings that provide customers with a unique and immersive cinema experience. In this article, we will take a closer look at some of the different PVR offerings.
Technology-driven experience
One of the hallmarks of the PVR cinema experience is the use of state-of-the-art technology. PVR was the first cinema chain in India to introduce 4DX technology, which allows viewers to experience a movie in a way that goes beyond the traditional audio and visual components. With 4DX, viewers can experience motion, wind, water, and scent effects that are synchronized with the movie. PVR has also introduced other technologies such as IMAX and Dolby Atmos, which provide an even more immersive cinema experience.
Luxury cinemas
PVR operates luxury cinemas such as the Director’s Cut and the Gold Class, which offer customers a premium cinema experience. These cinemas feature reclining seats, personalized butler service, and gourmet food and beverage options. The Director’s Cut is an exclusive cinema experience that combines fine dining with movie viewing. The cinema has a dedicated chef who prepares a gourmet meal for guests, which they can enjoy in the comfort of their reclining seats.
PVR Privilege
PVR’s loyalty program, PVR Privilege, rewards customers for their loyalty. Customers can earn points for every purchase made at PVR cinemas, and these points can be redeemed for free movie tickets, food and beverages, and other rewards. PVR Privilege members also get access to exclusive screenings, discounts on food and beverages, and priority booking for new releases.
Online ticket booking
PVR offers customers the convenience of booking movie tickets online through its website and mobile app. This allows customers to avoid long queues at the cinema and secure their seats in advance. PVR’s online booking system also allows customers to select their seats and choose from a range of food and beverage options.
Special screenings and events
PVR hosts special screenings and events, such as premieres and film festivals, which provide customers with unique cinema experiences. These events are often attended by celebrities and industry insiders, and provide customers with an opportunity to watch movies before their official release dates.
In conclusion, PVR’s offerings and services cater to a diverse audience and aim to provide customers with an exceptional cinema experience. The company’s commitment to innovation and customer service has made it a leading player in the Indian cinema industry. Whether you are looking for a luxury cinema experience or the latest in cinema technology, PVR has something for everyone.
PVR Formats
PVR offers different formats of cinema to cater to different audiences and provide a diverse range of cinema experiences. Some of the formats offered by PVR include:
PVR Gold Class: This is a premium cinema format that provides a luxurious experience to movie-goers. It offers amenities such as leather recliner seats, in-cinema dining, and personalized butler services.
PVR IMAX: IMAX is a state-of-the-art cinema format that offers a larger screen, enhanced sound, and immersive experience. PVR has partnered with IMAX to bring this technology to India.
PVR Director’s Cut: This is a boutique cinema format that caters to a niche audience. It offers a luxurious experience with leather recliner seats, gourmet food, and personalized service.
PVR Playhouse: This is a format designed for families with children. It offers child-friendly amenities such as a play area, a dedicated food menu, and child-friendly seats.
PVR 4DX: This is a format that provides a multi-sensory experience with features such as motion, wind, and scent. It is designed to provide a unique cinema experience to viewers.
PVR Cinemas: This is the standard cinema format offered by PVR. It provides comfortable seating and state-of-the-art sound and projection systems.
PVR’s diverse formats have helped them to cater to a wide range of customers with different needs and preferences. They have been successful in providing a differentiated cinema experience and enhancing customer satisfaction.
Marketing Strategies of PVR
The company’s success can be attributed in part to its innovative marketing strategies. Let’s take a closer look at some of the marketing strategies that have helped PVR become a household name in India:
Promotions and offers
PVR offers a range of promotions and discounts throughout the year. Some of these include:
- Discounts on tickets: PVR often runs promotions where customers can buy tickets at discounted rates. For example, during weekdays or off-peak hours, customers may be able to buy tickets at a reduced price.
- Food and beverage discounts: PVR also offers discounts on food and beverage items. Customers can avail of these discounts by purchasing food and beverage combos or by using discount coupons.
- Cashback offers: PVR has tie-ups with payment gateways and banks to offer cashback on ticket purchases. This helps to incentivize customers to book tickets online.
- Loyalty program: PVR has a loyalty program called PVR Privilege. Members of the program can earn points on ticket and F&B purchases, which can be redeemed for discounts and freebies.
Social media marketing
PVR’s social media strategy is focused on engaging with customers and promoting its offerings. Here are some of the tactics used by the company:
- Content creation: PVR creates a range of content for its social media channels. This includes movie trailers, behind-the-scenes footage, and promotional content for upcoming movies.
- Influencer marketing: PVR partners with social media influencers to promote its offerings. These influencers may create sponsored posts or host events at PVR cinemas.
- User-generated content: PVR encourages customers to create and share content related to their cinema experience. The company often features this content on its social media channels.
- Social media contests: PVR runs contests and giveaways on social media to engage with customers and increase brand awareness.
In-theatre advertising
- PVR uses various in-theatre advertising techniques to promote its offerings. Some of these include:
- Digital screens: PVR has installed digital screens in its cinemas that display advertisements and other promotional content.
- Interactive kiosks: PVR has also installed interactive kiosks in its cinemas. These kiosks provide customers with information about upcoming movies, show timings, and other services.
- Co-branded campaigns: PVR runs co-branded advertising campaigns with other brands. For example, the company has partnered with food and beverage brands to promote their products in its cinemas.
Email marketing
PVR uses email marketing to communicate with its customers and keep them informed about its offerings. Here are some of the ways in which the company uses email marketing:
- Newsletters: PVR sends regular newsletters to its subscribers, which include information about upcoming movies, events, and promotions.
- Promotional emails: PVR also sends promotional emails to its subscribers. These emails may include discount coupons, cashback offers, or other incentives to book tickets online.
- Feedback surveys: PVR uses email marketing to gather customer feedback and insights. The company may send surveys to its subscribers to gather information about their cinema experience.
Collaborations and tie-ups
- PVR has partnered with various companies to offer additional incentives to its customers. Here are some examples:
- Food and beverage tie-ups: PVR has tie-ups with various food and beverage brands to offer discounts and promotions to its customers. For example, customers may be able to buy a food and beverage combo at a discounted rate.
- Online ticket booking platforms: PVR has tie-ups with online ticket booking platforms like BookMyShow and Paytm. These platforms may offer cashback or other incentives to customers who book PVR tickets through their platform.
- Brand collaborations: PVR also collaborates with other brands to offer co-branded products and promotions. For example, the company has partnered with Coca-Cola to offer a special Coke and popcorn combo.
Location-based marketing
PVR uses location-based marketing to target customers in specific geographic locations. The company has partnered with Google Maps to provide customers with information about its cinemas, including show timings and directions. PVR also uses location-based targeting to promote its cinemas to customers in nearby areas. This helps to increase footfall and drive sales for the company.
Also Read: Marketing Strategies & Business Model Of ESPN Sports
Revenue and Growth of PVR
PVR has been steadily growing over the years, and its revenue has been increasing consistently. In the fiscal year 2020, PVR’s revenue was INR 3,048 crores, which was a growth of 11.7% from the previous year. In the same year, the company reported a net profit of INR 74.6 crores, which was a growth of 64.3% from the previous year.
PVR’s growth can be attributed to its expansion strategy, which involves adding new screens and locations. As of February 2023, PVR had 846 screens in 176 properties across 71 cities in India and Sri Lanka with an aggregate seating capacity of approximately 1.82 lakhs seats. This has helped them to increase their market share and revenue.
Additionally, PVR has also been focused on diversifying its offerings beyond just cinema. They have been expanding their portfolio to include other entertainment options such as bowling alleys, gaming zones, and restaurants. This has helped them to cater to a wider audience and increase their revenue streams.
Another factor that has contributed to PVR’s growth is their focus on technology. They have been constantly innovating and introducing new technologies to enhance the cinema-going experience. For instance, PVR has introduced 4DX technology, which provides a 4D experience with features like motion, wind, and smell. This has helped them to attract customers who are looking for a unique cinema experience.
Overall, PVR’s revenue and growth have been impressive, and they continue to focus on expanding their offerings and using technology to enhance customer experience.
