October 14, 2023
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PVR Inox to launch movie subscription plan
Multiplex operator PVR Inox will be launching a subscription plan to drive footfalls and to attract new set of audience to theatres.
The company plans to launch a Rs 699 monthly plan, offering 10 movies at Rs 70 each for weekdays, said a company official.
This is said to be the first ever in-theater movie subscription offering in the country.
Some terms and conditions that comes with the subscription plan include validity only for weekdays. The plan not is available in southern part of India and in premium screen formats like Insignia, Imax, among others.
The plan allows to book one ticket for a single day. Also, subscribers will have to carry a government id every time they avail a ticket through the subscription.
The company is looking to drive footfalls and also to add newer audience groups. Pandemic led to drop in footfalls in theatres which is still down 20 percent versus pre-Covid level. Theatres are also looking to get back the older age group back to cinemas in large numbers.
The official said that this will give a chance to the company to attract housewives and senior citizens to cinemas.
There has been a fall in the number of consumers in the 31 plus age group with the median age for cinema-going audiences declining from 27.5 pre-Covid to 24.1, according to an analysis by Ormax, a media consulting group.
The official also added that for any cinema, the challenge has always been to fill up theatres during weekdays and programs like these will help in driving footfalls from Monday to Thursday.
The company also expects that the subscription plan will let audience explore different genres.
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