'I'm more worried about experience, than target of 10% rise in footfalls'

Ajay Bijli, chairman, PVR Cinemas, says he is positive about the loyalty programme started by his company

Earlier this week, the Rs 2,182-crore PVR Cinemas, the country’s largest multiplex chain, launched a loyalty programme across 600 screens. Ajay Bijli, chairman, PVR Cinemas, spoke to Vanita Kohli-Khandekar on the hows and whys. Edited excerpts:

It would seem that as a multiplex chain, PVR would have taken to loyalty programmes much earlier. Why now? 

We have looked at it several times. And even benchmarked with AMC, Regal and Cinepolis (some of the larger US/global chains). Nobody had a good programme. Then we started looking at airlines, hotels, started talking to our customers. We looked at companies and checked what percentage they