PVR INOX turns ‘MirzapVR’ for Mirzapur: The Movie theatrical release

MUMBAI: The Mirzapur bhaukaal is getting a big-screen makeover, and PVR INOX is joining the party.

PVR INOX has teamed up with Excel Entertainment and Amazon MGM Studios for the theatrical release of Mirzapur: The Movie, with the cinema chain temporarily transforming into “MIRZAPVR” across key locations in India.

The association is built around the campaign line “MIRZAPVR: Bhaukaal Ab Bade Parde Par”, bringing the popular franchise into cinema spaces ahead of the film’s September 4 release.

The takeover will be rolled out across select PVR INOX properties, including Priya Cinema in Delhi, as well as cinemas in Mumbai, Hyderabad, Ahmedabad, Jaipur, Lucknow and other cities.

For PVR INOX, the partnership reflects the growing potential of established entertainment properties to create theatrical experiences that go beyond simply screening a film. The cinema chain said the association is designed to deepen audience engagement around a franchise with an established fan base.

Excel Entertainment CEO Vishal Ramchandani said Mirzapur has developed into a cultural phenomenon with a passionate following.

He said the team wanted the franchise’s move to cinemas to be announced in a way that matched its scale and personality, adding that “MIRZAPVR” was conceived as a celebration of the franchise and its audiences.

PVR INOX lead strategist Niharika Bijli said the cinema experience is increasingly about creating shared cultural moments rather than simply watching a film.

Bijli said Mirzapur has built a strong connection with audiences through its characters and storytelling, making its transition to the big screen an opportunity to turn the franchise into a larger theatrical experience.

Mirzapur: The Movie is presented by Amazon MGM Studios and Excel Entertainment. The film is directed by Gurmmeet Singh and written by Puneet Krishna.

It is produced by Ritesh Sidhwani and Farhan Akhtar under the Excel Entertainment banner, with Kassim Jagmagia and Vishal Ramchandani serving as co-producers.

Mirzapur: The Movie is scheduled to release in cinemas on September 4, bringing the franchise’s familiar mix of crime, power and rivalry from streaming screens to the big screen. With PVR INOX getting its own Mirzapur makeover, the bhaukaal is clearly arriving before the opening credits do.