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- Published: October 15, 2023 12:01
New Delhi: The largest movie theatre chain in India, PVR INOX Limited, said on Saturday that it would begin selling a membership pass called the “PVR INOX Passport” to encourage frequent moviegoing. For a set sum each month, subscribers will get access to a selection of 10 movies each month.
Beginning October 16th, one may purchase their monthly subscription pass. The regular price of this service is Rs. 699 per month.
The subscription pass is valid from Monday through Thursday; however, it cannot be used for IMAX, Gold, LUXE, or Director’s Cut.
To better understand their consumers, PVR INOX Ltd has been actively communicating with them, as stated by co-CEO Gautam Dutta.
The public has a preference for going to the movies and theatre. However, they will not be successful in taking it all. Consumers are constantly categorising movies into event flicks and TV/iPad/mobile categories, he said.
“So in their mind, ‘Pathaan’, ‘Jawan’, ‘Salaar’, ‘Leo’, are some of the big cinema films. And then there are certain films that they really want to watch but don’t mind waiting for them a little longer… So when we probed and said, ‘why can’t you come to a cinema hall every week?’ They said it becomes expensive,” he told PTI.
He said that this development is harmful to films made on a small budget. The trend toward larger and larger event films has led to the decline of smaller films.
There has been a steady increase in the scale of recent event films. Midsize films, especially the smaller ones, are feeling the pressure. It needs to have close to roughly 13 to 16 pictures, which are out every week, so it needs some type of product that works with consumer emotion to attract people back into the theatre, a lot more, and which would promote excellent smaller films.
PVR INOX was the first to respond to consumers’ worries by lowering the pricing of food and drink by 40%.
The movie theatre has announced new meal deals beginning at Rs 99 from 9 a.m. to 6 p.m., Monday through Thursday, and endless popcorn refills on the weekends.
Dutta said that the movie subscription scheme was another constructive move.
He believed that because of this action, production of and interest in movies would increase. “And after some time, you will create this habit of consumers coming back to the cinema. So it’s really a momentum shifter, not just a price promotion,” he added.
He said that the corporation is aiming at students, housewives, and senior citizens with the promotion.
“It’s not (for) the time-poor and cash-rich people. It’s the other way around. Time-rich and cash-poor are my target audience,” he said.
Leading cinema chain PVR INOX Ltd on Saturday announced a new initiative “PVR INOX Passport”, a first of its kind movie subscription pass aimed at “irrigating the film industry” and motivating the consumers to frequently visit theatres. https://t.co/8rjXxbSTO1
— Business Standard (@bsindia) October 14, 2023
PVR which keeps re-launching Weekday Subscription Program, Passport briefly only to shut it down again is now planning a Re-Re Launch. This time for a hiked price of ₹700. Details about whether it includes South and Inox Chain will be revealed on Monday. https://t.co/Z0m9TSnILL
— AndhraBoxOffice.Com (@AndhraBoxOffice) October 13, 2023
PVR INOX Passport Monthly Subscription Pass Launched at Rs. 699 for 10 Movies Monday to Thursdayhttps://t.co/P0YVhYReEx
— Jayaram (@JayaramKalkur) October 15, 2023
How to Get the Passport
According to the theatre chain’s app and website, a ‘PVR INOX Passport’ membership may be purchased for a minimum of three months.
Users may redeem their passport coupons by selecting them as a payment method throughout the checkout process. When purchasing more than one ticket at a time, you may use a passport voucher to pay for one of them and use your usual payment method for the others.
A single person may only use the Passport at a time, and that person must provide valid government-issued photo identification at the theatre’s check-in counter.
