PVR Cinemas opens 4DX screens in Bengaluru, Mumbai

Sangeetha Chengappa Bengaluru | Updated on January 12, 2018 Published on June 09, 2017

To invest ₹25 crore to launch five more screens over the next 6-8 months

A little over two years since the launch of its first 4DX technology-enabled movie screen in Delhi, PVR Cinemas in partnership with Seoul-based CJ 4DPLEXannounced the launch of its first 4DX screen in South India at PVR Market City, Bengaluru and its largest 4DX screen in Mumbai at PVR (ECX) Phoenix Market City.

With the two launches, at an investment of ₹5 crore each, PVR reaches a count of three of the eleven 4DX technology-enabled movie screens scheduled to be rolled out in India over the next few years.

Gautam Dutta, CEO, PVR Cinemas, told BusinessLine that the company has incurred a capex of ₹15 crore so far and has set aside an outlay of ₹25 crore to expand its 4DX footprint with five more in Delhi, Gurgaon, Dwarka, Pune and Bengaluru over the next 6-8 months.

Real life experience

“The 4DX movie theatre is a playful experience that accentuates every bit of movement in the movie in real life, enabled by the specially designed motion seats. Extra features and environmental effects like rain, snowflakes, wind, mist, bubbles etc work in perfect synchrony with the action on the big screen, enhancing viewing experience” he said.

Of a total of 25 effects available on 4DX, PVR has bought 18 effects which will be available to viewers in Bengaluru with the screening of Wonder Woman and The Mummy at PVR Market City. In short, if its raining in the movie, viewers will feel rain drops on their heads, if there’s a flash of lightening on screen it will be seen in the theatre, if a car races and then jerks to a sudden halt, viewers will feel the pace and jerks as the seats move accordingly.

On the audience response to the 4DX experience in Delhi, Dutta said, at 5.5 shows a day, 4DX has recorded 70 per cent average occupancy rates compared to 42 per cent average occupancy for regular movies. While regular movie tickets cost an average of ₹200 at PVR, 4DX movie tickets will cost ₹375-400. Dutta expects average occupancy rates of 50-60 per cent at the company’s 4DX movie screens pan India over the next 10 years.

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Published on June 09, 2017
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