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Leading multiplex chain PVR Ltd is betting big on 4DX technology as part of its strategy to focus on innovative and premium formats.
It has inked a fresh strategic deal with South Korean cinema technology company CJ 4DPLEX, to increase the number of 4DX screens in its portfolio.
With this extended partnership, PVR will add 16 additional 4DX screens at its cinemas, taking the total to 21 4DX auditoriums in India by the end of 2019, the company said.
The deal was signed at the CineAsia trade show being held at Hong Kong.
4DX cinema technology enables audiences to connect with movies through motion, vibration, water, wind, snow, lighting and other special effects to enhance the on-screen visuals.
Gautam Dutta, CEO, PVR Ltd, said that the company will invest about $11 million (approximately ₹70 crore) for this expansion. The company has currently three operational 4DX screens at its cinemas at New Delhi, Mumbai and Bengaluru. It also expects to have two additional 4DX screens operational by the year-end.
He said, “We believe this is a significant step that will help this technology to take a giant step towards making India an important market and getting more consumers into the cinemas.”
Dutta added that this will also encourage Indian film-makers and producers to look at the 4DX format for future projects. The company will not just look at launching 4DX screens in metros but also in mini-metros such as Chandigarh and Ludhiana.
Formats such as 4DX helps companies like PVR to charge a premium for the enhanced movie-going experience.
“With more global technologies on the rise, the expectations of audiences are increasing as they look for a more enhanced, immersive and experiential cinema,” Dutta added.
Byung Hwan Choi, CEO, CJ 4DPLEX, said: “India is an important market for us. Following the last year’s announcement, we are extremely pleased to announce our further expansion with PVR Cinemas at this CineAsia.”
PVR currently has 600 screens at 131 properties across 51 cities.
( The writer is in Hong Kong at the invitation of PVR)
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