PVR INOX Targets Tier 2 and Tier 3 Markets with Affordable Smart Screens Expansion
PVR INOX is expanding its presence beyond major metropolitan cities by introducing its new Smart Screens format across nearly 300 emerging cities, aiming to increase organised cinema access in Tier 2 and Tier 3 markets. The new format is designed to make movie-going more affordable, with ticket prices expected to be 30%–35% lower than those at a regular PVR multiplex, while maintaining a high-quality viewing experience.
Each Smart Screen will require an investment of approximately ₹1.9 crore per screen, making expansion into smaller towns more cost-efficient. The first Smart Screen is planned for Muzaffarpur, and the company has identified around 300 cities with strong growth potential. Currently, only 3%–4% of PVR INOX’s 1,780-screen portfolio is located in these emerging markets, highlighting a significant opportunity for future expansion.
While premium formats such as IMAX and 4DX will not be part of the Smart Screens model, the company aims to deliver a comparable cinema experience through a more efficient operating model. Alongside its continued focus on premium multiplexes in large cities, this strategy reflects PVR INOX’s effort to capture rising consumer demand in underserved regions and strengthen its long-term growth by expanding organised cinema infrastructure across India.