“Cinema tere baap ka hai kya?” Well, now it can be—courtesy of PVR INOX’s latest feature, ScreenIT. In a move that blends nostalgia with entrepreneurial flair, the multiplex giant is handing over the director’s chair to audiences, allowing them to curate personalised movie screenings. Whether it’s bringing back a timeless classic, hosting a private blockbuster night, or promoting your favourite cult film, this initiative signals a creative pivot in India’s cinema experience—one where moviegoers are not just viewers, but active participants in the box office game. Renaud Palliere, CEO of The Luxury Collection and Innovation, PVR INOX Limited, speaks with Shailja Tiwari about the company’s latest initiative, ScreenIT—how it came to life, its significance for the company, and future plans.
Can you explain the concept of the ‘SCREENIT’ feature and how it gives control to the audience?
The ‘SCREENIT’ feature allows users to take control over their movie-watching experience. Instead of waiting for movies to be scheduled by cinemas, the audience gets to choose what movie they want to watch, at what time, and at which location. This essentially shifts the power from the cinema to the audience, giving them a much larger degree of control over their viewing experience.
What are the marketing strategies for promoting the ‘SCREENIT’ feature?
The marketing strategy will primarily rely on digital and viral marketing. Since the feature is app-based, users need the PVR Inox app to access it. Once a user selects a movie and time, they will be encouraged to promote it to their social circles through the app. The goal is to create a viral effect, where users share the link to encourage others to buy tickets, thus helping to meet the minimum threshold of ticket sales required for the show to be confirmed.
Who is the target audience for this product?
The target audience for ‘SCREENIT’ is movie enthusiasts who love watching films on the big screen. It caters to people who enjoy a wide variety of films, including timeless classics, regional films, and independent films. There is no specific target group other than people who love cinema, but the feature is particularly appealing to those who want more control over their movie-watching choices.
How much investment did it take to bring this feature to life?
While the exact figure cannot be disclosed, the investment was minimal as it mainly involved software development. The primary cost was in developing the app feature and backend infrastructure, which took less than three months to implement. It was a straightforward initiative, relying on digital tools and technology rather than physical infrastructure.
What are the revenue expectations for this product?
The main expectation is to drive more admissions to cinemas by giving customers a new way to engage with movies. The focus is not to increase revenue through premium pricing but through increased engagement with the customer. The goal is to foster more movie admissions by allowing people to curate their own movie experience and thereby increase box office numbers.
How does the pricing strategy work for this feature?
The pricing strategy for the ‘SCREENIT’ feature is the same as the regular ticket prices, with no additional premium charge for using the feature. The goal is to increase admissions and engagement, not to hike prices. The value proposition is that users get a new, personalised experience without additional costs.
How will you utilise social media to promote this feature?
The feature incorporates an incentive-based reward system. Users who create a show and successfully promote it to their social circles can earn a percentage of the ticket sales. Once a certain amount is accumulated, they can redeem it as cash. This will encourage users to share their curated shows widely, leveraging social media to generate buzz and encourage ticket sales.
What are the goals in terms of app downloads and user engagement?
The main goal is not just to increase app downloads but to encourage the use of the ‘SCREENIT’ feature. The aim is to see higher admissions through this feature by engaging users and offering them a tangible incentive to promote shows. The ultimate objective is to increase cinema admissions by providing more choices and better control over movie-watching.
What is the distribution strategy for this feature?
The feature is available nationwide, across 120 cinemas in 50 cities, with a particular focus on tier 1 cities. The content library will include around 500 titles, ranging from old classics to new releases. This wide availability ensures that a diverse audience can access the feature and enjoy a variety of films.
What types of content will be available for selection through the ‘SCREENIT’ feature?
The content available will be diverse, encompassing a wide range of films, including classic Bollywood, independent films, regional films, and some Hollywood titles. The library of 500 titles is part of the PVR Pictures library, and more films will be added over time to offer users an ever-expanding selection.