The battle between cinemas and OTT has been going strong for quite a few years now. Although 98% of people in India prefer watching a movie on the big screens, we can’t forget that cinemas are expensive.
PVR Inox, a prominent multiplex operator, has introduced an innovative subscription plan, signalling a new era for cinema enthusiasts. For a mere Rs 699 per month, subscribers can enjoy ten movies at Rs 70 each on weekdays, a novel offering in India’s cinema landscape. This is an incredible offer for college students and non-office going people. They can pool money and visit cinemas during the evening.
The subscription comes with weekday validity and excludes premium formats like Insignia and Imax. Subscribers can book one ticket per day and must carry a valid government ID for each transaction.
This move is a response to the pandemic’s impact, which led to a 20% decrease in theatre footfalls compared to pre-COVID levels. PVR Inox aims to lure older demographics, particularly housewives and senior citizens, back to the cinemas. Changing demographics are evident as the median age of cinema-goers dropped from 27.5 to 24.1 pre-COVID.
Filling theatres on weekdays has always been a challenge. PVR Inox’s subscription plan aims to address this by offering affordable access from Monday to Thursday, traditionally quieter days.
The subscription doesn’t limit itself to blockbusters. It invites audiences to explore diverse genres and storytelling. While the pandemic affected the industry, there’s hope. Footfalls increased from 3.05 crore to 3.39 crore in the June quarter compared to the previous quarter.
PVR Inox’s subscription model seeks to reinvigorate the cinema experience. It’s a proactive step to make movies more accessible and draw a diverse audience back to theaters. This initiative promises to bring fresh life to traditional cinema-going, ensuring that “the show must go on” in the post-COVID era.
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