PVR INOX eyes 300 smaller cities with Smart Screens expansion

MUMBAI: The silver screen is getting a smaller footprint but a much bigger map. PVR INOX is betting that India’s next box-office boom won’t come from the metros, but from towns where the cinema experience is still waiting for its close-up.

PVR INOX is taking its expansion story beyond the country’s biggest cities with the launch of Smart Screens, a lower-cost cinema format aimed at bringing organised movie exhibition to tier-II, tier-III and emerging markets, according to a CNBC-TV18 report.

The multiplex chain plans to roll out the format across 300 cities over the next three years, targeting locations that currently have limited or no access to modern cinema infrastructure.

Unlike conventional multiplexes, Smart Screens are designed with a smaller footprint and significantly lower capital requirements, making them commercially viable in markets where a full-scale multiplex would be difficult to sustain.

According to the report, each Smart Screen will require an investment of around Rs 1.9 crore, while ticket prices are expected to be 30 per cent to 35 per cent lower than those at a regular PVR multiplex, making the experience more affordable for audiences in smaller towns.

Speaking to CNBC-TV18, PVR INOX Managing Director Ajay Bijli said the company has identified around 300 cities where the concept can be introduced, with Muzaffarpur set to become the first location under the new expansion strategy.

The move reflects a broader shift in the company’s growth strategy. While metropolitan markets remain important, PVR INOX believes untapped demand exists in smaller towns where moviegoers often travel considerable distances to watch films in organised theatres.

Despite the lower investment, the Smart Screens format will retain many of the features associated with modern multiplexes, including digital projection and premium sound systems, allowing the company to offer a comparable cinema experience at a more accessible price point.

The initiative also mirrors changing consumption patterns across India. Improved road connectivity, rising disposable incomes and increasing demand for organised entertainment have made smaller cities attractive destinations for retailers, consumer brands and entertainment businesses alike.

For PVR INOX, the strategy addresses another long-standing industry challenge. India continues to have one of the world’s lowest cinema screen densities on a per capita basis, leaving significant room for expansion beyond major urban centres.

The Smart Screens model adds a fresh dimension to PVR INOX’s expansion playbook, complementing its existing focus on premium large-format auditoriums, luxury cinema concepts and alternative programming such as concerts and live events.

As the country’s entertainment landscape broadens, PVR INOX is wagering that the next blockbuster opportunity may not be found in bigger theatres but in bringing the big-screen experience to places that have waited the longest for it.