The Hindu Business Line : PVR's new concept on entertainment for movie-goers

New Delhi May 30 The Delhi-based cinema multiplex chain PVR is planning to expand the scope of its business to gaming and other entertainment retail products. The company hopes that these zones, which it will lease along with its food courts, will capture an additional one-and-a-half hours of its consumer's time. PVR is also considering stand-alone food courts in two years' time.

"We are not in the race of screen counts, but would like to pursue profitable growth with our projects being recognised as preferred entertainment destinations or what we call PEDs," said Mr Ashish Shukla, CEO, PVR Talkies.

More screens

The company expects to add another 50 screens by the end of this financial year, in both the formats — the upscale PVR Cinemas and PVR Talkies, which sells tickets priced below Rs 100. With a current 82 screens, including the just-launched Vadodara multiplex, the chain is growing at more than 60 per cent. In the next six-eight months two multiplexes in Delhi, one each at Mumbai, Ludhiana and Chennai are expected to be operational.

However, growth is sometimes affected by delays in some developers' projects, admits Mr Shukla. The company could replicate the strategy used for Vadodara project, and could look at acquiring and revamping existing multiplexes in the future.

"Investment in projects like that could demand anywhere between Rs 30 lakh and Rs 1 crore per screen depending on the condition of the existing infrastructure. The response to the Vadodara Talkies has been positive and this could be plan B for us," says Mr Shukla, emphasising that partnering with existing multiplex owners was only one option amongst others for the company.