PVR gives a big surprise to everyone. PVR Inox, a multiplex operator, has introduced ScreenIT, a new feature on its app designed to tackle issues like dwindling audience numbers, enhance screen utilization, and meet viewer preferences.
This initiative comes at a time when multiplex attendance has decreased, largely due to the popularity of streaming services and a lack of diverse content. At its launch, ScreenIT boasts a collection of over 500 titles, with plans to grow that number to more than 1,000. Ticket prices will stay the same. Renaud Pallier, CEO of The Luxury Collection & Innovation at PVR INOX, mentioned that ScreenIT empowers audiences to choose, schedule, and promote films for screening.
He emphasized, “This initiative has no drawbacks. The only benefit is that it maximizes and optimizes admissions. It opens up viral marketing opportunities for viewers to experience content they might not see again on the big screen. They can tailor their experience to their liking and also find ways to monetize it.”
In 2024, foot traffic decreased by 6% compared to the previous year, totaling 883 million, which is significantly lower than the pre-pandemic high of 1.03 billion seen in 2019. However, the rise in average ticket prices has helped to mitigate some of the losses from this drop in footfall.
The Hindi film industry has been careful in approving new projects due to a series of box office disappointments in recent years. To address the lack of fresh content, multiplex chains like PVR Inox have begun to re-release popular older films, a tactic that has yielded encouraging results. In the second quarter, 6% of PVR Inox’s admissions came from these re-releases.
Kamal Gianchandani, the chief of business planning and strategy at PVR Inox, noted, “In the past eight to nine months, we’ve observed that re-releases have consistently performed as if they were new releases.”
Through the PVR Inox app, ScreenIT users can explore a variety of films across different genres, including action, romance, and regional cinema. After making their selections, users can easily book a screening by picking a location, date, and time at any of the 120 screens located in 50 cities throughout India.
At least 10% of the auditorium’s seating must be occupied to proceed with the screening. “For instance, if the auditorium you selected has 100 seats, you need to sell a minimum of 10 tickets for the event to take place,” explained Renaud Pallier.
ScreenIT encourages users to share screenings not just within their immediate networks but also to a wider audience. Users can earn a 5% cash reward for each ticket sold through their promotional link.
Renaud Pallier believes this approach not only boosts reach but also fosters customer loyalty. He likened this initiative to the circular economy model seen in sectors like e-commerce and travel.