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MUMBAI: The big screen is no longer reserved just for blockbusters, it is becoming a front-row seat to every kind of spectacle. PVR INOX is broadening its business beyond traditional movie screenings, with the multiplex chain looking to transform its theatres into year-round destinations for sports, live entertainment and other out-of-home experiences.
Speaking during the company’s Q1 FY27 earnings conference call, Managing Director Ajay Bijli said PVR INOX plans to leverage its nationwide cinema network, premium locations and audience reach to host a wider variety of entertainment events instead of depending solely on major film releases.
The strategy, he said, is already gaining traction through live screenings of sporting events such as the Indian Premier League (IPL) and the FIFA World Cup, both of which attracted encouraging audience response.
Responding to a question on whether screening live sport is commercially a branding exercise
“It is not just a marketing spiel at all,” he said, adding that around 64,000 people watched the FIFA World Cup final across PVR INOX cinemas despite the match kicking off after midnight. He noted that the screenings also made a meaningful contribution to the company’s earnings.
While outlining the company’s broader entertainment ambitions, Bijli stressed that films will remain the cornerstone of PVR INOX’s business.
“We are looking at PVR INOX’s circuit not just to be movies; of course, movies are our mainstay, but also to be a destination for all sorts of out-of-home activity for people to step out for,” he said.
The company has already created opportunities to host live sporting events, music performances and stand-up comedy shows across its cinema network, with Bijli describing the expansion as an exciting long-term opportunity.
The move reflects a broader shift in the exhibition industry, where cinema operators are increasingly looking beyond box office collections to maximise the utilisation of their screens throughout the year. Live events, alternative content and premium experiences are emerging as new revenue streams at a time when film release calendars remain uneven.
For PVR INOX, the strategy is not about replacing movies, but ensuring its cinemas remain destinations even when the credits are not rolling.
