PVR Inox Eyes Gen Z with Multiplex Makeover and Custom Screenings
New Delhi, May 1, 2025 — Faced with declining footfalls and mounting financial stress, multiplex giant PVR Inox is rewriting the script on what a cinema space can be. India’s largest movie theatre chain is now shifting gears, reimagining its properties as multi-use social hubs that extend far beyond traditional film screenings.
According to a report by The Economic Times, the company is embarking on a strategic transformation to attract urban millennials and Gen Z audiences who increasingly prefer streaming content at home over the big screen experience. The new approach involves converting multiplexes into lifestyle destinations featuring cafés, co-working zones, and live entertainment spaces—venues where customers can work, hang out, dine, or even attend performances, regardless of whether they watch a movie.
Financial Pressure Spurs Innovation
This bold reinvention is being driven, in part, by financial necessity. For the nine months ending December 2024, PVR Inox reported a consolidated net loss of ₹155.6 crore, a sharp contrast to the ₹97 crore profit it posted during the same period in 2023. The loss was attributed to reduced footfall, increased operational costs, and a volatile box office calendar that failed to consistently draw large crowds.
To mitigate these challenges, the company is diversifying its business model. By moving beyond cinema content, PVR Inox aims to future-proof itself against the unpredictable nature of theatrical releases and consumer behavior changes in the post-pandemic entertainment landscape.
A Multiplex for the New Age
At the heart of PVR Inox’s reinvention is a vision to create “third spaces”—environments distinct from home and work—where people can gather socially. These revamped multiplexes will include areas for live music, stand-up comedy, art exhibitions, and gaming. The company is also exploring collaborations with food and beverage brands to enhance in-house dining options and make multiplexes a go-to place for day-to-night engagement.
“The idea is to evolve from being just a movie-watching venue to a comprehensive social experience,” said a company executive quoted in the report. “We want our locations to become part of people’s daily lifestyle, not just a weekend entertainment choice.”
Expansion Through Tier-2 Cities
In addition to revamping existing urban properties, PVR Inox is aggressively expanding into tier-2 and tier-3 cities. The company is adopting a franchisee-owned, company-operated (FOCO) model to accelerate its footprint while keeping capital expenditure in check. This approach reduces debt burden while allowing the brand to tap into growing markets that are often underserved in terms of entertainment infrastructure.
This rural and semi-urban expansion also supports the government’s broader goals of urbanization and lifestyle access in smaller cities. By using the FOCO model, PVR Inox ensures local engagement while retaining operational control and brand consistency.