PVR INOX, a prominent theatre chain, has boldly revolutionised the movie-watching experience by launching ad-free movies on specific luxury screens. This strategic initiative comes in response to declining theatre footfalls and the impact of weak box-office collections on the cinema industry.
By reducing the duration of pre-movie advertisements from 35 minutes to 10 minutes, PVR INOX aims to enhance the overall experience for moviegoers and increase the number of shows.
Gautam Dutta, CEO of Revenue and Operations at PVR INOX, explained the motivation behind this decision. He cited feedback from consumers who expressed their desire for shorter ad durations upon entering the cinema. Additionally, a segment of the audience was willing to pay a slightly higher price to enjoy a premium movie-watching experience without any interruptions.
PVR INOX seeks to balance the number of advertisements shown and the overall cinema experience, viewing this move as an experiment to gauge audience reactions and determine its impact on footfall.
While PVR INOX takes this innovative step, other theatres have expressed different viewpoints. Devang Sampath, CEO of Cinepolis, emphasized the significance of ad revenue and stated that they have no plans to remove or reduce advertisements.
Advertisers have shifted their focus from relying solely on blockbusters to advertising throughout the year, irrespective of a movie’s performance. Rajan Gupta, owner of Liberty Cinema, hailed the ad-free approach and highlighted its positive impact on the viewer experience.
The introduction of ad-free movies raises questions about the future adoption of this policy by other theatres. However, advertisements play a crucial role in subsidizing ticket costs, particularly in cinemas with lower prices.
For premium screenings with higher ticket prices, eliminating ads caters to those seeking a truly immersive movie experience. Nevertheless, opinions vary among industry experts, with some emphasizing the need for high-quality content to drive footfall, while others highlight the significance of wider implementation for greater benefits.
In a landscape where movie theatres face challenges, PVR INOX’s ad-free movies initiative aims to captivate audiences and reimagine the cinema experience whether it becomes a widespread practice or remains exclusive to certain luxury screens, the impact on moviegoers and the industry at large remains to be seen.
