Movies
PVR celebrates 25 years with a variety of initiatives
Mumbai: Multiplex operator PVR has completed 25 years in the country. To commemorate this milestone, the brand has rolled out a multi-media campaign with a film “Iss Andhere mein bahut Roshni hai” (There is light in this darkness) featuring Bollywood actor Aamir Khan. It has unveiled PVR’s 25th anniversary logo, along with PVR’s first NFT coin and an iconic ticket. PVR is also celebrating the occasion with contests.
The concept for the Khan film was derived from a consumer insight and the poem was written by Vineet KKN Panchhi, which was further evolved for the film. The film idea comes from the insight of all the emotions and experiences the audience goes through – the magic of movies, the bonding and escaping to a fantasy world when the lights go down. The film is a play of light and darkness, taking the viewer on a journey that is brought to life inside our cinemas, as that’s the only place where darkness plays that role. It reinforces the promise of “more magic,” “more memories,” “more adventures” and “more happiness” to moviegoers to remain relevant, both as a category as well as a brand.
PVR chairman and managing director Ajay Bijli said, “We take immense pride and feel extremely joyous on completing the 25-year milestone in India. The entertainment industry, the viewership patterns, as well as the audience have evolved over the years, and PVR has been able to live up to their expectations. As we continue to meaningfully engage consumers as well as introduce them to newer cinematic experiences, our focus will remain on bringing winning stories to the screen and adding joy and comfort to the life of our stakeholders.’’
PVR added that it was founded back in 1997 with one sole motive: to completely revolutionise the cinema experience for Indian audiences. Over the past 25 years, it has introduced the latest cinematic formats from across the world to the Indian audience. The brand has evolved with changing times with cutting edge technology through extra-large screens, Laser Projection Systems, and immersive sound to bring alive every little detail of the movie. Seats being pivotal to delivering the ultimate sensorial cinema experience, PVR has ensured an experience that befits a king. It has reimagined a cinema F&B offering curated by its chefs with concepts customised to cater to varied preferences and choices for its discerning customers. Through, PVR Privilege, India’s leading entertainment loyalty programme, it strives to deliver to its customers an experience which is specific to their consumption behavior.
PVR CEO Gautam Dutta commented, ‘’It’s been an eventful and phenomenal journey for PVR over the last 25 years and we are extremely excited and humbled as we celebrate this milestone. We would like to extend our gratitude to all our associates, partners, and especially movie enthusiasts, who have continued to have faith in us over these years. The enduring customer loyalty as well as enhanced brand recall and perception associated with our brand is an outcome of our customer obsession. Innovation has been our cornerstone to building a more delightful, cinematic atmosphere and delivering an exceptional experience to our patrons.’
“Of course, we couldn’t have achieved any of it without the hard work of our employees and the perseverance of our business partners, who are resolutely committed to building our brand and helping us redefine the entertainment experience all over the country.”
To commemorate its 25-year journey in India, PVR Cinemas has introduced a series of contests and offers to entice audiences and movie lovers across the country:
Short film contest: Participants need to make a two-minute film on the theme, “Iss Andhere mein bahut Roshni hai.” Content creators and independent film makers of the best entries judged by film critics will be able to showcase their creations on the big screens of PVR.
Social media engagements ‘filmy wishes contest’: Participants can use their favourite movie dialogues or song lyrics to create reels or stories and post them, tagging our official Instagram handle. The lucky 25 will get a chance to win free movie tickets for the entire year, invites to premieres, star meet and greets, and more.
#25yearsofPVR Instagram filter challenge: Every year of PVR’s existence, one iconic movie will appear as gibberish, and participants will have to guess which one it is. PVR will randomly gratify 25 participants who have answered correctly with exclusive merchandise.
Guest and privilege member offers: As a part of the 25th anniversary celebration, all guests who visit PVR in the celebration week get 25 per cent off on any of its food combos and unlimited Pepsi.
Earn 25 per cent points: During the celebration week, PVR privilege members can earn 25 per cent points instead of the usual five per cent earnings.
NFT collection: PVR also brings its heritage to life in the metaverse. Special edition NFT coins and tickets capture the story of its brand and its most iconic moment. To make it even more special, it is giving away movie vouchers and a chance to contribute towards its social cause.
Hollywood
Did the ballet and opera controversy cost Timothée Chalamet his Oscar?
The actor’s ‘dying art forms’ comments may have danced away his Oscar chances.
LOS ANGELES: Last night, the 98th Academy Awards delivered a performance that wasn’t in the script, as Michael B. Jordan clinched the Best Actor statue, leaving Timothée Chalamet’s widely predicted win to pirouette away into the night. While Chalamet was long considered the frontrunner for his starring turn in Marty Supreme, many are whispering that a singular, ill-timed performance, not on screen but on the campaign trail, may have rewritten the finale.
For months, the narrative surrounding the race had a singular star, Chalamet, the critics’ darling and the bookies’ bet. However, the closing numbers saw a dramatic plot twist. Chalamet found himself upstaged not just by his fellow nominees but by the ghost of public opinion, following remarks he made during a Variety and CNN actor-on-actor conversation in February.
What started as a breezy discussion turned distinctly frosty when Chalamet, the conversation’s designated trendsetter, took aim at some classical institutions. “I don’t want to be working in ballet or opera, where no one is interested anymore,” he said, before branding them “dying art forms.”
The backlash was swift and, unfortunately for Chalamet’s campaign, star-studded. For the film industry, an establishment that often fancies itself as the glamorous custodian of the high arts, the actor’s comments didn’t just strike a bum note. They sounded like a discordant symphony. Academy heavyweights, including Jamie Lee Curtis, Whoopi Goldberg and Steven Spielberg, publicly voiced their disapproval. Spielberg himself countered that the “cinematic experience” and classical performance are bound by a similar dedication to audience engagement, effectively suggesting that Chalamet’s view was perhaps a bit too modern for its own good.
The conversation quickly became a media maelstrom. In a masterstroke of high-culture clapback, renowned ballerina Misty Copeland didn’t just issue a statement. The Academy even choreographed a surprise performance by her for the ceremony itself, a powerful, wordless rebuttal that many saw as a direct riposte to Chalamet’s dismissive claims. Even regional arts institutions joined the choreography. The Seattle Opera offered a cheeky “TIMOTHEE” discount, granting a 14 percent markdown to prove that people do, in fact, care.
Did this cultural counterpoint truly cost Chalamet his win? While some industry insiders argue that Michael B. Jordan’s complex dual performance in Sinners, a performance that also swept the SAG Awards, had simply built up too much momentum, the timing of Chalamet’s comments was undeniably poor. Coming as final Oscar voting began, they arguably soured his narrative and made a vote for him feel, to some, like a vote against artistic unity.
Even the ceremony itself wasn’t finished with the narrative. Host Conan O’Brien, whose sharp tongue is a celebrated feature of these galas, didn’t miss a beat. “Security is extremely tight tonight,” O’Brien jibed during his opening monologue, glancing toward the front row. “I’m told there are concerns about attacks from both the opera and ballet communities. They’re just mad you left out jazz!”
The laughter that followed was pointed, a final public curtain call for a controversy that Chalamet likely wished had closed weeks ago. Whether it was a case of genuine peer disapproval, a sudden surge in support for Jordan’s powerhouse performance, or simply a case of poor footwork on the campaign stage, the ballet and opera debacle has now cemented its place in Oscar history. Chalamet’s experience serves as a clear memo to future contenders. Even when you are the headline act, a solo performance can still fall flat if you forget to play to the entire house.
