India’s largest cinema chain, PVR Inox, has launched the country’s only standalone IMAX theater. The company has transformed Delhi’s venerable Priya Cinema (at the Basant Lok complex in Vasant Vihar) into a “state-of-the-art” experience, complete with IMAX laser projection for viewing on a large scale. While other IMAX theaters in the country use regular theater formats and projections, this marks the first time an entire theater has been dedicated to IMAX screenings. Being one of the oldest PVR properties, it has a 316-seat single screen with tickets ranging from Rs. 400 rupees. 1,000 Depending on the program you choose.
Ajay Bijli, managing director of PVR INOX Ltd., said in a prepared statement: “We are extremely excited to upgrade our first and most iconic cinema, the PVR Priya, to a truly immersive movie experience like IMAX “Non-Hindi Indian and Hollywood films do break down geographic and language barriers, dubbed in multiple languages, they have larger-than-life appeal, and immersive formats like IMAX help expand the Movie viewing market.” Of course, this is a reference to the recent “Barbenheimer” movie campaign, which has generated profits for Indian cinemas struggling to keep up with streaming. The company’s revenue saw a big jump in July, with three Hollywood blockbusters delivering explosive growth — Mission: Impossible: Dead Reckoning Part 1, Barbieand Oppenheimer.
Imax and laser projection are more expensive, but worth it for the theater experience
The last one led the Indian market, crossing the Rs 100 crore mark at the box office, and many headed to IMAX theaters to experience “Christopher Nolan’s Original Mind”. Even Tom Cruise action flicks are getting similar IMAX treatment, and at the time of writing, they’re all currently playing at Delhi’s Priya Cinemas. That said, in order to keep the business afloat, PVR Inox needs to regularly stream movies in the IMAX format, which appears to be difficult with major productions halted due to the ongoing Hollywood cast and writers strike. Even Dune: Part II, originally scheduled for an IMAX-focused release in November, could be delayed until 2024, as its star cast won’t be able to promote the film or do any interviews.
So unless more local Indian titles get involved in IMAX during the Hollywood shutdown, Priya theaters will be forced to show non-IMAX films, which is technically bad for their advertising. Bijli, Managing Director of PVR Inox even confirmed this in a recent report interview — unless Hollywood studios and actors’ and writers’ unions come to a fair deal, there’s bound to be a lot of that. It is much cheaper to shoot with a standard 2K camera, which is why most Indian productions choose it. “India is fast becoming one of the most exciting global film markets due to its enthusiastic audience and love of Indian and Hollywood filmmaking, and we are delighted to further our partnership with PVR INOX to meet the growing demand for the IMAX experience,” said Rich. demand,” IMAX CEO Gelfond said in a release.
Once the “Pappenheimer” boom is over, movie theaters around the world will suffer similar to the pandemic era, causing audiences to stay home. Fearing the worst, most major productions have shifted release dates, with Spider-Man: Beyond the Spider-Verse playing a key role, as actors were unable to do any voice work during the strike. Meanwhile, Kraven the Hunter, originally scheduled for release in October, has been pushed back to August 2024.
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