Leading cinema chain PVR INOX on Saturday announced a new initiative “PVR stainless steel passport”, a first-of-its-kind movie subscription pass designed to “irrigate the movie industry” and encourage consumers to frequent movie theaters.
Under the monthly subscription pass, which will be launched from October 16, cinemagoers can watch up to 10 movies for just Rs 10 per month. 699. This offer is valid from Monday to Thursday and excludes premium films such as IMAX, Gold, LUXE and Director’s Cut.
Gautam Dutta, co-chief executive officer of PVR INOX, said the company has been engaging with its customer base to understand more about their movie-watching habits.
“There’s a sentiment that consumers say we love the movie experience, we love going to the theater. But we can’t get it all. We’re constantly scheduling which movies are event movies and which movies can be watched and consumed on TVs, iPads and mobile phones.
“So from their point of view, ‘Pathaan’, ‘Jawan’, ‘Salaar’, ‘Leo’ are some big movies. There are also some movies that they really want to see but don’t mind waiting a little longer… ..So when we try to say: “Why can’t you go to the cinema every week? “They said it will become expensive,” Dutta told PTI.
Dutta believes this trend is not healthy for the film industry, especially mid-range and small-budget films.
“Event movies are getting bigger and bigger. Smaller, mid-sized movies are being squeezed out. So we actually need a product that can appeal to the consumer sentiment and get them back into the theaters and even more, and that will drive Better smaller movies because we are releasing about 13 to 16 movies every week,” he added.
PVR INOX was the first to address consumer concerns about food and beverages, recently slashing their prices by 40%.
The movie exhibitors have also launched food combos starting from Rs. 99 servings of popcorn are available Monday through Thursday from 9 a.m. to 6 p.m., with unlimited popcorn refills on weekends.
Dutta said the movie subscription scheme is another step that will have a positive impact.
“The reality is that we want to really irrigate the market and have people come to us once, twice or three times a month…More movies will be consumed. More movies will be made. More audiences will be created. . And after a while, you create a habit of consumers coming back to theaters. So this is really a momentum shifter, not just a price promotion.” Dutta also interpreted the target audience of the movie subscription offer, saying Aimed to attract “students, housewives and senior citizens”.
“It’s not for people who are time-poor but cash-poor. Quite the opposite. Time-poor but cash-poor is my target audience,” he said.
According to the company, PVR INOX Passport can be purchased from the theater chain’s app or website for a minimum subscription period of three months.
“For redemption, users must select the Passport Coupon as the payment option at checkout of the transaction. If transacting for multiple tickets, the Passport Coupon can be redeemed for one ticket and the remaining tickets can be paid for via any other regular payment method.
“Passport is a non-transferable subscription that must be used by a single user, who must present government identification upon entry to the cinema,” the company said.
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