Multiplex chain PVR Inox has thrown a standalone IMAX theatre in Delhi’s Priya Cinema, a popular breakthrough in the city and one of the first PVR belongings in the country. Unlike other IMAX cinemas that are kept along with regular formats, this is the first while that an IMAX theatre is taking over a discrete single-screen cinema. Tickets to the 316-seater will be assessed between ₹350 and ₹600 depending on the film, day, and show timing. Two other properties are slated to come up, in Delhi’s Paras Cinema besides Mumbai’s Eros Cinema.
Priya is an iconic possession, and the screen size we were getting was incredible. IMAX is a set-up that makes a big movie even more extensive, and we want to come out with a movie solution depending upon which market we’re in,” Ajay Bijli, management director of PVR INOX Ltd, said in an interview.
The catchment that Priya Cinema is located in is encouraging to Hollywood films and affluent enough to pay for the IMAX involvement, Bijli said. Regarding content source challenges for IMAX screens in India, Bijli called it a chicken-and-egg state. While there must be enough screens for movie makers to invest in shooting or making films in the format, the auditoria need more films that can be played regularly, extenuating operations.
That is why I am comparable to putting IMAX screens where the catchment is not dependent on local verbal content but can enjoy Hollywood films too,” Bijli extra. That said, if there isn’t an IMAX film available at any point through the year, the theatre will play a non-IMAX film, Bijli confirmed.
PVR Inox operates 230 premium awnings across the country, and the investment per screen ranges from ₹ three crore to ₹ eight crore.
IMAX offers a 70-mm motion depiction film format and projection system, wherein screen image thickness is greater than the height of a screen. The American film industry makes at least 20 yearly pictures in the IMAX format. Local Indian films, across languages, too, are increasingly taking to the same. Over the past few months, Shah Rukh Khan’s Pathaan and mythical film Adipurush were released in the format.
Bijli said the differentiation between home viewing and out-of-home experiences has to become stark. “Formats like IMAX, 4DX, ICE, INSIGNIA add to that empirical movie-going outing,” he pointed out. Over the past few months, Shah Rukh Khan’s Pathaan, Ajay Devgn’s Bholaa, and period drama Ponniyin Selvan-2 were free in the format.
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