As it unveils its most luxurious boutique multiplex yet in Mumbai, PVR is confident of a healthy revival with the opening up of theatres in Maharashtra
PVR
Why this was a good time for PVR to launch a luxury offering in Mumbai
brands

As it unveils its most luxurious boutique multiplex yet in Mumbai, PVR is confident of a healthy revival with the opening up of theatres in Maharashtra

Why this was a good time for PVR to launch a luxury offering in Mumbai
  • Theatres are opening up in Maharashtra today and PVR has taken this opportunity to launch a luxury offering, PVR Maison at Jio World Drive in BKC.
  • Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas tells us all about the new offering and why he is optimistic about the segment's revival.
Maharashtra, one of the key markets for the revival of the multiplex industry, is finally reopening cinema halls today. And right in time for the reopening and to dazzle the audience back to screens, multiplex chain PVR has launched a new luxury boutique property at Jio World Drive in the suburban Bandra Kurla Complex (BKC).

The architecture of this 6-screen multiplex is inspired by the popular French Grand Maison and comprises foyers, luxurious lounges, libraries with art and curiosities, grand living rooms and open kitchens with premium food concepts.

On why this was a good time to open a luxury multiplex, Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas said, “I think this was the perfect time and there are several reasons for that. Firstly, we had the benefit of opening up in other states and we've seen very good response for the marketplace. There has been some pent-up demand for out-of-home entertainment. People have been cooped up for so long that they are really keen to go out, obviously after following all the safety protocols. They are happy to go back to some sense of normalcy and we’re sure we’ll see that here as well. Moreover, the kind of footfall we’ve been observing in malls is a clear indication that people are coming back out en masse. So we thought this was the perfect moment to give our customers and the market a sense of hope, that there's light at the end of the tunnel.”

PVR has been working on increasing its luxury offerings to cater to a growing demand in the segment. Before the pandemic hit, the multiplex chain had plans of adding close to 15 screens by 2020, a plan which came to a halt last year. With 6 luxury properties already function in different metro cities, PVR aims to add around 4 more over the next 18 months. With the opening of this new property, PVR’s total screen count will stand at 157 screens across 38 properties in Maharashtra.

As people are still cautious about going out, PVR is also ensuring it follows all safety protocols to make the overall experience safe for its consumers. Speaking about all that they are doing to be relevant in the post-Covid world, Palliere said, “Our audience’s safety is of utmost importance to us. It starts with ensuring that the team is completely up to mark with vaccination and is 100% vaccinated. Additionally, we will take care to follow all social distancing norms and SOPs. We are not cutting corners in that regard because it is very important that everybody feels comfortable and confident that they’re entering and experiencing a safe place.”

Meanwhile, speaking about his optimist about the industry with the reopening of screens, Ajay Bijli, Chairman and Managing Director, PVR Ltd Ajay Bijli, Chairman and Managing Director, PVR Ltd said, “The effects of the pandemic will linger but we are hopeful that 2021 will bring back the theatre-going audience and with the change in the scenario, we can assure PVR Maison will be a delightful experience for the patrons. We are happy to welcome back our patrons in the key market of Mumbai, being the hub of the Hindi film industry and the state of Maharashtra.”