Sanjeev Kumar Bijli of PVR INOX on emerging trends in the theatre industry

During the COVID-19 pandemic, as many as 10,000 theatres shut their doors, making the outdoor entertainment industry one of the worst-hit sectors. 

Even as OTT enjoyed its time in the sun, leading multiplex chain PVR INOX Ltd. was confident about the return of movie-goers to theatres. And the audience did not disappoint, although the numbers aren’t at pre-pandemic levels, yet. 

PVR INOX, which hit the 900 screens mark in January last year, aims to operate 1,000 screens by the end of FY2024. What has changed and continues to help the multiplex operator grow, is its decision to focus on creating experiences in the last couple of years.

Now people don’t just buy movie tickets to enjoy movies and get a closer glimpse of their favourite actors. Movie theatres have now evolved to serve as cricket or music concert stadiums–as the occasion demands. 

Imagine watching your favourite music artist performing amidst the thunderous cinema sound, or your favourite sports person hitting a six with fans whistling and cheering–the experience is truly larger-than-life. 

This growing trend of live concerts screenings, music and sports events has caught the attention of entertainment enthusiasts. In a conversation with YS Life, Sanjeev Kumar Bijli, Executive Director of PVR INOX discusses the audiences’ response to alternative content formats in theatres, and the changing and emerging trends in the theatre industry. 

Edited excerpts from the conversation: 

YS Life (YSL): Alternate content formats are relatively new concepts. How is the Indian audience reacting to it? 

Sanjeev Kumar Bijli (SKB): The appetite for content has gone through a sea change due to the pandemic. While movies remain the core source of entertainment, the response to alternate content, whether it is concert-films, live sporting content, or anime, has been overwhelming. 

Music concerts including Taylor Swift–The Eras Tour, Coldplay Concert, Metallica's 'M72 World Tour' Concert, BTS Concerts have all offered a refreshing departure from conventional movie-watching and music-streaming experience. We believe that in a way, the communal watching experience is helping to build the communities as well, helping us tap into the social aspect of entertainment.

The same goes for screening of live sporting content as well, whether it was cricket or soccer. What it also does is, offer us a chance to add newer audience segments and make them fall in love with cinemas. 

YSL: Could you shed some light comparing this new alternate content format with movies, in terms of audience reaction and footfall?

SKB: Due to the difference in scalability, it would be unfair to compare the revenues of alternate content against movies. Undoubtedly, alternate content does churn out decent revenues during potentially lean phases, but we look at alternate content largely as a tool for bringing audience delight and engagement. 

While movies continue to command a significant audience, these alternative content formats tap into specific niches, attracting diverse age groups. 

Footfall for music concerts and match screenings may vary but often sees heightened enthusiasm during special events. It suggests that while traditional movies maintain a strong presence, the emerging trend of alternative content formats reflects a shift in audience preferences towards more interactive and communal entertainment experiences.

YSL: What has been PVR’s alternate content strategy? How do you decide on what is to be screened here? 

SKB: The decision on what to screen hinges on meticulous market research, gauging audience preferences, and identifying trends. The thought process involves understanding the pulse of the audience, ensuring that the selected content aligns with current interests and provides a unique, engaging experience. 

Our strategy has always been to innovate and diversify our offerings beyond conventional cinema by incorporating events like music concerts, screening of sports content, and special broadcasts. For example–we screened the inauguration of the Ram Mandir in Ayodhya across 60 cities, and it was enjoyed by more than 30,000 devotees, with a massive 70% occupancy rate. 

YSL: How was the overall response during the live screening of World Cup matches? 

SKB: The response and the occupancies for the 20-over matches is at par with that of any decent hit Bollywood movie playing in our cinemas! 

Even for the 50-over format, we see massive occupancies for marquee clashes. The live screening of recent cricket World Cup matches transformed cinemas into vibrant stadiums, with patrons passionately whistling and cheering for team India. 

The success of the live screenings underscores the growing trend of utilising cinemas as communal hubs for major sporting events, providing a larger-than-life experience that resonates deeply with fans. The finals of the FIFA World Cup was another event, when football fans across the country surprised us. 

We see a healthy occupancy in excess of 60% to 70% of marquee matches, much like the occupancies of Hollywood hits.

YSL: What has been the most successful music concert screening so far? 

SKB: We saw a phenomenal turnout for Swifties for the screening of Taylor Swift–The Eras Tour, much like a blockbuster movie! More than 2.1 lakh Taylor Swift fans enjoyed the screening of The Eras Tour in November 2023. 

What was heartening to see was the group sizes and how they enjoyed the shows, literally celebrating the fact that they were able to watch their favourite star on the big screen, together. 

Same is the case for K-Pop which, as a category, has worked phenomenally for us over the last six to seven years. 

YSL: Which city is leading, in terms of footfalls, in the alternative content format? 

SKB: While screening of sporting content, like cricket and football, works invariably well across all the markets, the concert films do well in metros. However, the response for BTS is massive even in Tier-II and Tier-III cities.

YSL: Do you think movie theatres will ever be able to match the viewership of OTT, when it comes to alternative formats? 

SKB: While OTT platforms have gained immense popularity for alternative content formats, movie theatres possess a unique appeal that transcends mere viewership numbers. The communal experience of theatres, especially for live events, offers a social dimension that OTT platforms cannot replicate. 

OTT platforms provide convenience of sitting at home; however, theatres remain unparalleled in delivering a larger-than-life out of home experience. The content on OTT has in fact increased the entertainment appetite of audiences, which will make both formats co-exist in a country like ours. 

YSL: What does the lineup for 2024 look like in terms of alternate content? 

SKB: In 2024, our alternate content lineup promises an exciting array of experiences. While a lot depends on agreements and approvals, we will look to screen the upcoming ICC Men's T20 World Cup in June. 

Additionally, we will also showcase marquee NBA matches. Adding a musical touch, the upcoming Taylor Swift concert will also be screened, ensuring a harmonious blend of sports and entertainment. 

The experiments will go on, and we are open to evaluating more and more concert options, sporting options of shorter duration, and alternate use of cinemas, conferences, seminars, and media events. 

YSL: Could you share some updates on the PVR-INOX merger?

SKB: The merger has shaped up phenomenally well and has started delivering on synergies. With the combined might, we intend to get closer to our audiences, curate newer experiences, bring new offerings, and continue to innovate on the content front, to ensure that we have an audience base, which is engaged and delighted.