PVR Inox to offer ad-free movies as theatre footfalls decline

In a move to entice movie-goers, PVR-Inox has decided to offer ad-free movies just like a streaming platform. With this the company is looking to add extra shows as cutting down the ads will save 30 minutes, according to PVR Inox.

Ad-free shows

PVR will be removing advertisements before the movie and during the interval. Instead of advertisements, trailers will be played in the intermission.

"The time saved on each show will give us the room to add another show during the day, resulting in additional footfalls," said Renaud Palliere, Chief of The Luxury Collection and Innovation, PVR INOX Limited.

This comes as the theatres are affected by weak box office collections of movies with big bollywood movies delivering only average performance in the last three months

The company expects the food and beverage revenue to increase due to the additional admissions.

"The advertising revenue loss will be compensated with the additional footfalls by having one more show. Admissions generate ticket sales as well as F&B sales," Palliere said.

However, Palliere added that brands like Pepsi and Coke will be shown within the 10 minutes content shown before the show. Likewise, this new product will be seen only across seven luxury properties of the multiplex chain in Delhi, Mumbai, Bengaluru, among others.

"In the 10 minutes of content shown before the start of the film, there will be largely movie trailers. This is to focus on our products for which consumers are coming to cinemas. But brands like Pepsi and Coke we are keeping on the screen within the 10 minutes," added Palliere.

He further added that the initial feedback for ad-movies is showing higher recall value. Ad-free content is already available in PVR Inox's premium formats like Director's Cut and Insignia.

"We will soon be opening (ad free movies) in Pune and very soon it will follow in other premium screens. Within the next few months, we are looking at extending beyond the current batch," said Palliere

At present, Premium Screens make up 15% of the total 1,741 screens across PVR Inox properties and Palliere expects the share to go up to 20% in less than 24 months.