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PVR INOX launches India’s first dine-in cinema
PVR INOX has launched India’s first dine-in cinema at M5 ECity Mall in Bengaluru.
The multiplex operator’s statement revealed that the dine-in cinema is a first-of-its-kind experience where “blockbuster films meet gourmet dining”.
"This format transforms the cinema into a lifestyle destination, giving audiences the freedom to enjoy chef-curated meals in-seat, without stepping out of the auditorium or even purchasing a movie ticket," PVR INOX said in a statement.
India’s first dine-in cinema experience
The dine-in concept at M5 ECity Mall is built around the idea that cinema should be more than watching a movie, but a complete evening of entertainment, food, and comfort.
Guests can choose from a wide range of curated in-house food and beverage brands, designed to improve the cinematic journey, the statement added.
“PVR has been at the forefront of innovation and ensuring the best movie-going experience. The thought process behind such a facility is to provide the best atmosphere for all types of consumers,” Aamer Bijli, exhibitor and lead director - marketing and innovation, PVR INOX Limited, told The Hindu on the sidelines of the launch.
“Today, we are competing with OTT platforms, and consumers have other choices apart from cinema, such as recreational sports, health and wellness, and dining. We wanted to combine these aspects so that those who love to eat will also get an immersive cinema experience,” he added.
With the fresh format, PVR INOX intends to make movie watching a lifestyle destination, offering the audience an in-seat, chef-curated meal.
“If we provided run-of-the-mill cinema food or the food that we have already been experimenting with and providing, it won’t make sense to reconfigure the entire space. We have elevated the F&B concept by providing the kind of fries, local treats, and hot dogs that you will find only at PVR INOX,” said Bijli.
In 2022, the brand launched India’s first Director’s Cut in Bengaluru.
Offering a “boutique cinema experience”, the luxurious hall replaced Rex, one of the city’s iconic single screens.
Comparing the two theatres, Bijli said, “The focal point of Rex is the movie-watching activity, but here we want to give our customers a culinary experience with their loved ones as they watch a film,” he said.
The new concept will also have scope for gaming, comedy shows, corporate nights, and other live events. “The layout of the hall, combined with LED lights and the comfortable seating arrangement, makes it ideal for live events.”
Currently, the two-seater table costs ₹490, while the four-seater costs ₹990, accommodating up to 70 people.
“The number felt most optimal. We didn’t want to compromise on sightlines and we have ensured a clear differentiation from other screens as far as comfort is concerned,” signed off Bijli.
The pricing follows a dynamic model, based on the event and content, said PVR INOX.