In a move to revive declining cinema attendance, PVR INOX, India’s leading multiplex chain, has launched an ad-free movie experience in select luxury screens across major cities. The initiative aims to provide a a viewing experience akin to streaming platforms, while also addressing what the exhibitor claims is growing audience preference for reduced pre-show advertisements.

PVR INOX’s ad-free offering is currently available in its premium formats like Director’s Cut and Insignia in Delhi, Gurugram, Bengaluru, and Mumbai. The company plans to extend this service to other luxury screens in Pune and beyond, with the goal of increasing the share of premium screens in its total portfolio of 1,741 screens from 15% to 20% within the next 24 months.

Renaud Palliere, Chief of The Luxury Collection and Innovation at PVR INOX, gives one reason for the focus on premiumization, “Luxury in many ways has shown resilience in terms of occupancy which is not fully impacted by performance of movies.” Even so, he says, “Occupancy in premium format is in the high 20% percent to low 30% but it is not yet back to pre-Covid levels when it was in mid 30% to high 30%. This is because of volatility in content and box office earnings.”

Pre-show ad time is being cut from 35 minutes to just 10 minutes which is expected to enable additional showtimes to be added, which PVR INOX hopes will attract more audiences, boosting revenue from increased ticket sales and food and beverage spend. Naturally, movie trailers will still be shown.