PVR INOX reopens in Mall of India, introduces experiential cinema concepts

Theatre has 4K projectors that deliver ultra-high resolution, sharp and bright images

cinema-hall-theatre Representational image

Ever since the debate of theatres vs OTT raged, thoughts were exchanged on whether the OTT boom signalled the death of theatres. However, one thing is for sure. The big screen is here to stay. The proof lies in the fact that multiplexes have been reinventing themselves in terms of their food choices, the technological advancements or penetrating into newer, never-before- explored markets. 

As a part of this initiative, PVR INOX has remodeled its 7-screen Superplex at Mall of India, Noida. The renovated cinema that has reopened after nearly three years has introduced experiential cinema concepts, P[XL], IMAX with laser and 4DX for the first time in a PVR INOX Multiplex in its national circuit. This is also the first auditorium of its kind in Uttar Pradesh. The cinema can accommodate 1,712 guests at a time and has 4K projectors that deliver ultra-high resolution, sharp and bright images. The auditoriums were already equipped with advanced Dolby Atmos for an unparalleled sound experience and Next-Gen 3D technology.

Ajay Bijli, chairman and managing director, PVR INOX Limited, says that a growing demand for premium screen formats across the country led them to relaunch their property with three superlative cinema formats. “It has been PVR’s strategy to make cinemas more experiential and this Superplex in Noida is a step in that direction. Uttar Pradesh has undergone a drastic transformation with a holistic ecosystem and consumer market. Its immense growth potential committed us to increase our investment in the state,” he says.

Apart from the technological upgradations, a special new menu has been curated exclusively for the theatre in Mall of Noida. This is an effort to make the cinema food more inclusive and diverse rather than merely a choice of popcorns, light snacks and soft drinks. 

A concessionaire serving local street food and a live kitchen has also been introduced. The chefs have put together an extensive menu with four unique concepts – Masala Trail, a quintessential Indian street food brand offering an array of chaats, kebab rolls, pulao and kulchas; Swamy’s, the first in house South Indian brand; Woks & More, selections of dim sums, monastery road style momos, rice and noodle bowls, and The Fries Factory which is a French fries-based concept. 

Apart from upgrading their technologies, PVR INOX is also opening cinemas in small towns which they had never explored before. As part of this, multiplexes have come up in Nalasopara, Forum Galleria Mall, Odisha, PVR VRC City Mall, Patiala and so on. 

“We are excited to bring one of the most loved cinemas PVR in Mall of India in a completely new avatar in the happening Sector 18 of Noida. This booming town is the growth engine of Uttar Pradesh and has the advantage of a large market, agglomeration, and migrating population and enjoys excellent connectivity to Delhi,” says Renaud Palliere, COO-Luxury Collection & International Business, PVR INOX Limited. “The new multiplex will provide bespoke differentiated cinema experiences with gourmet food for the movie-goers in the National Capital Region (NCR),” he says.