PVR INOX bets on sports, concerts and comedy to drive out-of-home entertainment growth

Mumbai: PVR INOX is looking beyond blockbuster releases as it broadens its business into a wider out-of-home entertainment platform, betting that live sports, concerts and comedy can bring more audiences into its cinemas throughout the year.

According to CNBC-TV18 report, PVR INOX Limited managing director Ajay Bijli said during the company’s Q1 FY27 earnings conference call that the company is building its multiplex network into “India’s leading out-of-home entertainment destination” while keeping films at the heart of its strategy.

“Beyond the films, we continue to build PVR INOX into India’s leading out-of-home entertainment destination,” Bijli said.

He explained that the company’s long-term vision is to make better use of its cinema screens, locations and customer base by hosting a wider variety of entertainment experiences instead of relying solely on major movie releases.

“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,” he said.

Recent live screenings of the Indian Premier League and the 2026 FIFA World Cup have reinforced that strategy, according to Bijli, who said audiences responded strongly to both events.

Responding to an analyst’s question on whether live sports screenings are commercially viable, Bijli dismissed the suggestion that they were primarily a branding exercise.

“It was not just a marketing spiel at all,” he said, adding that nearly 64,000 people watched the FIFA World Cup final in PVR INOX cinemas despite the match starting after midnight.

“It added to our bottom line,” he added, highlighting that alternate content is beginning to generate meaningful revenue alongside traditional film exhibitions.

While expanding into new formats, Bijli stressed that movies will continue to remain the company’s biggest focus.

“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,” he said.

He added that the company has already laid the groundwork to host sporting events, music performances and stand-up comedy shows across its cinema network.

“I think we have paved the way now for sporting events, for musical events, for stand-up comedy shows, and it is quite exciting,” Bijli said.

Reiterating the company’s long-term strategy, Bijli said PVR INOX is consciously ensuring that films remain central to its business while gradually expanding into complementary entertainment formats that can generate sustainable demand throughout the year.

“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,” he said.

The strategy reflects a broader effort by PVR INOX Limited to diversify revenue streams amid evolving consumer entertainment habits, positioning its cinema network as a destination for a range of live experiences beyond the traditional movie-going experience.