PVR INOX IS expanding its alternate content strategy to include more sports screenings, concerts, and stand-up comedy shows across its cinema network alongside film releases, according to CNBC TV18.
Speaking during PVR INOX’s Q1FY27 earnings conference call, Managing Director Ajay Bijli outlined the company’s plans to expand beyond film screenings. “Beyond the films, we continue to build PVR INOX into India’s leading out-of-home entertainment destination,” he said, pointing to strong attendance at recent IPL and FIFA World Cup screenings.
On the commercial case for sports screenings, Bijli said the initiative was “not just a marketing spiel at all,” noting that 64,000 people watched the FIFA World Cup final in PVR INOX cinemas despite the match beginning after midnight. “It added to our bottom line,” he said.
He described a broader shift in how the company views its network: “The vision [is] to use our screens, locations, and audience trust to be present in more moments of people’s leisure time, not just when a big film releases. I think we are looking at PVR INOX’s circuit and not just to be movies; of course, movies are our mainstay, but also to be a destination for all sorts of out-of-home activity for people to step out for. I think we have paved the way now for sporting events, for musical events, for stand-up comedy shows, and it is quite exciting.” Films, he stressed, would remain the foundation. “There is a conscious effort to have movies definitely as our mainstay but also pivot a little bit into more out-of-home entertainment formats that can stand the test of time.”
