More masala with movies

PVR signs a venture with a Thailand-based firm to bring bowling alleys, karaoke centres and more

It is still counting its profits of Taare Zameen Par, a film that PVR successfully produced last year. Now the company has announced its expansion into yet another brand new space for the Indian entertainment market.

PVR recently joined hands with Major Cineplex Group, a leading provider of recreational and leisure facilities, to bring bowling alleys, karaoke centres, ice skating rinks and gaming zones across the country.

"One leg of our business is firmly positioned in films. We have exhibited films and last year, we even debuted with a successful production venture with Taare Zameen Par. We obviously wanted to enhance the consumers' experience by offering the best facilities in the retail entertainment services," says, Ajay Bijli, CEO, PVR.

Though he says it is too early to tell as to how much will be invested in this venture, Bijli says that each complex (with at least 30,000-40,000 sq ft of space) with bowling alleys, for instance, will cost the company around Rs 9-10 crore.

"We launch 70-80 screens every year and even though our existing screens will not accommodate any of these recreational spaces, in our new ventures we will be definitely introducing the best of recreational facilities," he adds.

With 20 million people visiting brand PVR all over the country annually, Bijli says that the company's R&D showed that Thailand was a leader in recreational and leisure space.

Which is why PVR announced its joint venture with Major Cineplex, a dominant market leader with a market share of over 75 per cent in Thailand cinema industry.

According to Vicha Poolvaraluck, chairman, Major Cineplex Group, PVR will invest in the proportion of 51 per cent and Major Cineplex Group will invest 49 per cent in the venture. Together the two companies will set up 150-200 lanes in the next three years in key cities in India.

"The first one will be in Delhi after which, we will launch our brand in other metros like Mumbai, Kolkata, Bangalore and Chennai," says Bijli.

Called Blu-o, the brand will introduce bowling alleys, karaoke centers, ice skating rinks and gaming zones in and around its multiplexes.

Earlier PVR had also signed an MoU with Lite Bite Concepts to set up food courts across the country.

"We understand the needs of our consumers and this is just an extension of enhancing the movie-going experience," says Bijli.