PVR in pact with South Korea firm for 10 new 4DX screens

By: | Published: December 10, 2016 6:21 AM

Currently, the cinema exhibition firm operates one 4DX screen at the Logix City Centre shopping mall at Noida, in Nation Capital Region. These screens will be set up in urban cities.

Cinema exhibition company PVR has signed an agreement with South Korea-based CJ Corporation’s 4DPLEX to add 10 more 4DX screens. Of the 10 screens, the company will convert four existing screens to 4DX, while 6 new screens will be added at different locations. The deal was signed at the annual CineAsia conference held in HongKong.

Currently, the cinema exhibition firm operates one 4DX screen at the Logix City Centre shopping mall at Noida, in Nation Capital Region. These screens will be set up in urban cities.

Compared to a regular cinema theater or a 3D theater, a 4DX theater offers a different viewing experience as motion, wind, lightning, vibration, fog, rain, snow and rainstorm are some of the features which can be experience during watching a film.

Ajay Bijli, chairman and managing director, PVR, said, “There is a lot of demand for a 4DX kind of movie viewing experience. And now that the demand for action movie has gone up, besides films like Baahubali – the second part which is slated to release next year, is a reason to improve the viewing experience.”

PVR currently has 557 screens at 121 properties in 48 cities.

A 4DX theater largely has about 125 seat. Both PVR and CJ 4DPLEX will be jointly investing converting the existing as well as creating the new ones. A revenue share deal has been inked between both parties which is based on total box office collection.

However, PVR isn’t the only exhibitor with which CJ 4DPLEX has an agreement in India. The South Korean company is also working with Mexican cineplex company, Cinépolis, in India.

Byung- Hwan Choi, CEO of CJ 4DPLEX said, “It is important to achieve a critical mass for the business to start making money. We will achieve that critical mass with 300 screens by 2020.”

Currently 4DX runs 100 screens in China, followed by Latin America where the company operates 60 screens, 50 in Japan, 31 in South Korea, 29 in Mexico and eight in England. The company will be soon entering France, as it has signed a deal with French cinema exhibitor Pathé’s, Norway, Philippines and Canada.

(Travel for this report was sponsored by PVR)

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