The cinema industry has been facing a difficult time. The footfalls have been declining a lot. And, to rejuvenate the theatrical experience and bring audiences back to the big screen, PVR Inox has implemented a strategic shift towards ad-free films. Yes, you are reading right. The audience will not be watching any commercials during the intervals. Only trailers of upcoming films will be shown.
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.”
“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,” added Palliere. The new product by the company is not for everyone as it has been launched across seven luxury properties of the multiplex chain in Delhi, Mumbai, Bengaluru, among others, effective from April 1.
Palliere further said that they will soon be opening (ad free movies) in Pune and very soon it will follow in other premium screens.
Talking about films’ performance, the recently released Bade Miyan Chote Miyan, starring Akshay Kumar and Tiger Shroff, failed to become a box office hit. In its first week, Bade Miyan Chote Miyan earned Rs 49.9 crore. Maidaan, starring Ajay Devgn, garnered positive reviews among viewers. It made Rs 3.25 crore on first Sunday, surpassing Bade Miyan Chote Miyan earnings. In total, it earned Rs 35.70 crore in India and Rs 45.65 crore worldwide. Despite its potential, Maidaan, with a budget of Rs 150 crore, didn’t meet expectations.
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