PVRINOX

Reinvents Cinemas as Lifestyle Hubs

is reshaping its multiplexes into lifestyle destinations, adding dining, gaming, bars, and premium experiences to capture more consumer spend beyond movie tickets. With footfalls still below pre-Covid levels, the company is leveraging food & beverage (F&B) and experiential formats to diversify revenues and attract Gen-Z audiences. Led by Aamer Bijli, the next-gen management is experimenting with turning cinemas into social hubs. New properties feature dine-in formats, nail art studios, perfumeries, and bars, designed to encourage pre- and post-movie gatherings. The goal is to make multiplexes destinations where audiences spend time beyond films. The Delhi property costs ₹3–3.5 crore per screen, similar to premium formats. Luxury screens currently account for 15–17% of the portfolio, and PVR INOX plans to expand add-ons like gourmet dining and gaming zones across existing properties. The Bengaluru dine-in cinema is running at 50–55% occupancy, showing early promise. The company is doubling down on immersive entertainment, adding multiplayer VR and AR games in foyers. Properties in Elan Miracle and Mumbai’s Lower Parel now feature bars, while gaming zones outside restaurants are performing well. These initiatives aim to capture Gen-Z audiences seeking interactive, social experiences. PVR INOX’s F&B revenue rivals top food chains. In Q2FY26, it reported ₹588.2 crore, comparable to Burger King India (₹568.6 crore) and Westlife Foodworld (₹618.5 crore). FY24 F&B revenue grew 21% to ₹1,958.4 crore, outpacing ticket sales growth. F&B has become a critical driver, with Spend Per Head rising despite softer footfalls. Even as movie ticket sales fell 10% last year, F&B revenue declined only 8%, highlighting diversification benefits. Management credits new F&B brands and pre-ticketed formats for sustaining growth. With cinema footfalls uncertain, PVR INOX’s strategy hinges on lifestyle-driven formats and food-led monetization to secure long-term relevance.