As streaming takes centre stage, cinema chains are looking at new ways to draw audiences. From plush recliners and artisanal menus to immersive technologies like Dolby Vision and 4DX, the country’s multiplexes are turning theatres into high-end destinations. Dolby Laboratories has jumped onto the bandwagon and announced it will bring its
flagship Dolby Cinema format to India in partnership with six regional exhibitors.
“The resurgence of premium moviegoing in India highlights a growing desire among audiences for experiences that go beyond the ordinary,” says Sameer Seth, India marketing dire-ctor, Dolby Laboratories. He adds that the Dolby theatres will be specially designed to elevate the moviegoing experience, integrating advanced picture and sound innovations for a premium feel.
Not just Dolby. Market leader PVR INOX has rolled out luxury formats like Director’s Cut, LUXE, and IMAX to meet rising expectations. “We’ve always believed cinema is more than just watching a film — it’s an experience,” says Sanjeev Kumar Bijli, executive director, PVR INOX. “We noticed that a growing segment of our audience, especially in metros and tier 1 cities, was willing to pay more for comfort, privacy, and a more personalised experience.”
According to industry observers, the shift is driven by more than just technology — it’s a lifestyle pivot. “Ad-free screenings, plush recliner seating, and curated, locally inspired F&B offerings are redefining the movie-going experience as a lifestyle indulgence rather than just entertainment,” says Chandrashekhar Mantha, media & entertainment sector leader at Deloitte India.
The numbers back this optimism. While the Indian cinema market is projected to cross $5 billion in 2025 (according to Statista), Mantha notes that leading multiplexes are now planning to dedicate 15–20% of their screen capacity to luxury formats. The number of moviegoers is expected to grow from under 100 million to 120 million by 2027.
But scale won’t come easy. “Scaling premium formats in India faces roadblocks like high setup costs, limited compatible content, and uneven infrastructure. Many Tier-2 and Tier-3 cities lack the real estate or audience base to justify such investments,” says Yasin Hamidani, director at Media Care Brand Solutions. Additionally, operational costs and lower ticket price thresholds outside metros make ROI challenging, he adds.
Despite these challenges, multiplexes are betting that premiumisation can reframe cinema as an indulgence worth stepping out for. Whether it’s Dolby’s immersive soundscapes or Director’s Cut’s concierge service, the message is clear: in the age of OTT, the only way to win back the audience is to outdo the living room.