PVR gives Mumbai a seven screen digital multiplex at Phoenix mills, taking screen count in Mumbai to 24 and total screen count to 108.
Highlights
- With the opening of Mumbai’s most swanky and much awaited multiplex, Phoenix Mills becomes a complete family outing destination
- Complex boasts of seven mainstream digital Audis with total capacity of 1847
- The theatre is 2k digital cinema, complaint with DCI technology
- Consumers will benefit from advanced sound and picture quality
- Digital technology slated to bridge the demand supply gap (movie prints vis-à-vis no. Of screens) at no additional distribution costs
* Technology enables wide releases of a movie, ensuring better return on investments, helpful in curbing piracy, which is widely prevalent in India in the absence of right technology.
PVR ltd., India’s leading filmed entertainment conglomerate today announced the opening of Mumbai’s most awaited and impressive multiplex at the Phoenix mills compound, giving Mumbai its largest completely digital multiplex. With cutting edge design and technology, this multiplex promises to be the cynosure of all eyes in Mumbai city.
Entertainment has been redefined yet again with the birth of this multiplex. The biggest multiplex in the city, PVR Phoenix, with edge to edge 7 digital screens and 1847 seats offers a unique visual magic of a different sort altogether with the ceiling design based on the ‘dew drop ceiling effect’. Designed by the internationally renowned architect Jestico & Whiles in association with Era Architects, the multiplex offers a truly unique ambience conceptualized in the organised retail space of Phoenix Mills, which now will offer patrons a plethora of options. So apart from indulging in retail therapy, audiences can also treat themselves to some great movies in the most luxurious environs as well. Its seven screen, foyer and café lounge enveloped in deep leather paneling and plush red furnishings, exude luxury. Never before would the viewers have seen anything like this and they are bound to leave the multiplex spellbound.
Speaking on the launch, Mr. Amitabh Vardhan, Chief Executive, PVR Ltd. said, “PVR has remained committed to ensuring the best to its consumers and with digital cinema, viewers will be in for a visual and aural delight. We have constantly endeavored to present to our audience the best cinema viewing experience.” He further added that the viewer will be taken aback by the scale of the multiplex and it will be clearly evident that PVR Phoenix has been assiduously crafted with care and diligence keeping in mind the needs of the viewer, at all times.
PVR Phoenix Mills is a 2k digital cinema, complaint with the DCI technology, which ensures that movies from across the world can be played in the theatre. The technology enables a wider release of movies in different distribution territories all across the country ensuring large scale consumer & industry benefits with proportionately reduced cost, incurred on the celluloid prints.
The revolutionary digital technology also aids in simultaneous pan-India openings, which will guarantee larger release made available across different territories leading to nationwide screenings, which will in turn ensure better return on investments for producers, distributors among others.
About PVR Ltd.
PVR is one of the largest and most premiums filmed Entertainment Company in India. The Company pioneered the multiplex revolution in India by establishing the first multiplex cinema in 1997. Currently, the Company operates a cinema circuit consisting of 25 cinemas with a total of 101 screens spread over 14 key cities in India. With approx. 18 million patrons visiting PVR multiplexes during FY 08, PVR is one of India’s most recognized film exhibition brands.
PVR’s service offerings include low-cost multi-screen cinemas that offer superior ambience and high hygiene standards for consumers in Tier 2 cities; branded as ‘PVR Talkies’ at one end of spectrum. On the other hand, the Company has launched the premium brand of multiplexes called "PVR Premiere" which is going to address the esteemed urban consumers with facilities like 180-degree leather upholstered reclining seats, personalized menu, lounge areas, and many such services. The company also operates a film distribution and production business through its subsidiary, PVR Pictures, which is involved in production of films across genres and distribution of Indian and international films across India. And its first film project titled ‘Taare Zameen Par’ based on the journey of a child with learning disabilities, went on to win several accolades among the masses and critics alike and has been nominated as the official entry for Oscars this year.
The Company is currently listed at Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) of India.
