The Hindu Business Line : PVR ties up with Thai entertainment company

New Delhi, Feb. 12 Multiplex chain PVR will be setting up bowling alleys, karaoke centres and ice-skating rinks in partnership with Thai lifestyle and entertainment company Major Cineplex Group.

The chain hopes to bring lifestyle entertainment concepts to serve changing consumer preference patterns under PVR Blu-o, the joint venture entered into today. “We realised that there are other potential areas to expand and offer more entertainment options to our customers, in the retail entertainment space,” said Mr Ajay Bijli, Chairman and Managing Director, PVR. Mr Bijli expects PVR Blu-o to bridge the gap between higher aspirations vis-À-vis lack of organised out-of-home-entertainment experience in India. The company plans to roll out about 150-200 lanes, or 10-15 bowling and karaoke centres and gaming zones, roughly translating to Rs 100 crore-investment over the next three years across its new cinemas.

Major Cineplex Group is in the business of cinemas, IMAX, bowling, karaoke, ice-skating rink, lifestyle shopping centers and in-home entertainment amongst others. PVR is estimating the footfall at its cinemas to reach 20 million at the end of this year, and has already tied up with Mr Amit Burman’s Lite Bite Concepts to bring food courts to its customers. Price points for the new offerings will be sensitive, Mr Bijli said. The company has always believed that consumers will be willing to pay a price justified by the value of the service and offering and not by marketing strategy alone.

Currently, PVR operates 24 cinemas across 14 cities adding up to 95 screens. Another 100-200 screens are expected to be added over the next 24 months.

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