In an exciting move set to transform the cinema industry, PVR Inox, one of India’s leading multiplex operators, is all set to roll out a pioneering subscription plan aimed at boosting foot traffic and drawing in a fresh wave of moviegoers to theaters. This groundbreaking initiative marks the country’s very first in-theater movie subscription offering and promises to revolutionize the way people enjoy films on the big screen.
PVR Inox’s forthcoming subscription plan will be priced at just Rs 699 per month, and subscribers will have access to a phenomenal deal: the opportunity to watch up to 10 movies at an astonishing rate of Rs 70 per ticket on weekdays. This plan’s affordability and flexibility are bound to appeal to a broad range of movie enthusiasts, potentially turning more people into regular theatergoers.
While this subscription plan brings a wave of excitement, it does come with certain terms and conditions. The subscription is only valid for weekdays, excluding the southern part of India and premium screen formats such as Insignia and Imax. Subscribers will be able to book one ticket per day and must present a valid government ID each time they redeem a ticket through the subscription.
The strategic intent behind this subscription plan is clear – PVR Inox aims to rejuvenate cinema footfalls and engage diverse audience groups. The ongoing COVID-19 pandemic had a significant impact on theater attendance, with foot traffic still lagging 20 percent behind pre-pandemic levels. Cinemas are striving to lure back older demographics in larger numbers, and this subscription plan holds the potential to achieve this goal.
One specific target for this initiative is to attract housewives and senior citizens to theaters, capitalizing on the changing demographics of moviegoers. A recent analysis by Ormax, a media consulting group, revealed a decline in the number of cinema-goers in the 31-plus age group, with the median age of movie audiences dropping from 27.5 before the pandemic to 24.1.
The 31-40 age group and the 41-plus age group have witnessed declines of 31 percent and 39 percent, respectively. PVR Inox has also observed a decrease in the frequency of moviegoers aged 35-40, partly attributed to the pandemic’s impact and the shorter windows of exclusive theatrical releases before films appear on streaming platforms.
For theaters, filling seats during weekdays has always been a challenge, and innovative programs like this subscription plan aim to reinvigorate weekday attendance. The company anticipates that this subscription will not only bring audiences back but also encourage them to explore various film genres.
In terms of performance, analysts predict that PVR Inox will register record-breaking foot traffic in the September quarter. Several movies, including “Jawaan,” “Gadar 2,” “Rocky Aur Rani Kii Prem Kahaani,” “Oppenheimer,” “MI (Mission Impossible),” and “Jailer,” have been performing exceptionally well, projecting foot traffic of 4.7 crore in Q2.
While there was some recovery in foot traffic during the June quarter, it still remained lower than pre-pandemic levels. However, PVR Inox is optimistic about regaining its lost momentum and expects the subscription plan to play a pivotal role in boosting attendance.
in Shorts, PVR Inox’s new movie subscription plan promises to be a game-changer for the cinema industry, rekindling the magic of the silver screen. As the company takes a bold step towards the future of cinema, audiences can look forward to an immersive and affordable movie-watching experience, and theaters can anticipate a resurgence in foot traffic.
