Two months after launching uber-luxury theatre Director's Cut, PVR Cinemas chairman and MD Ajay Bijli says it's too early to chart the concept's expansion, but adds luxury movie viewing is here to stay. "With the growing luxury real estate developments in the country, we are looking to expand luxury cinema concept to pockets with high-affluent population," says Bijli.
He is not alone. Multiplex rivals such as Big Cinemas, Cinepolis and Inox, too, plan to expand their luxury screens - offering reclining premium seating and dining options and much more at a high premium - across metros and big cities, following good initial response from consumers. Big Cinemas COO Ashish Saksena says, "All the multiplex players have now perfected their high-end cinema concepts and are ready to expand."
After changing the way urban Indians watched movies over the past decade-anda-half, multiplex chains now look to woo the new, affluent and highly-aspirational consumers with premium auditoriums and luxury services.
It turns out that there are many takers for 5-star comfort in theatres.
Monica Garg, an image consultant in the Capital, has become a regular at PVR Director's Cut at Vasant Kunj, where she and her friends can book an entire auditorium for themselves, request for movies on demand, watch classics and dine from an elaborate buffet at a movie-themed restaurant. "For me watching a movie is also the time to catch up with friends, time away from my busy schedule," says Garg, who recently got to interact with Rockstar director Imtiaz Ali at the theatre.
Ali too loved his interaction with the audience at Director's Cut. "A wholesome entertaining movie-going experience is what filmmakers want for their audience and cinemas are where we would want our audience to watch our movies," he says. PVR reports 60% occupancy at Director's Cut, which is higher than a normal multiplex.
"While formalising the concept of Director's Cut, we constantly asked ourselves what can we offer to the affluent Indian who owns the best of gadgets and home theatres, so that they can come out for a unique movie-viewing experience," says Bijli.
Not happy with luxury reclining chairs in the market, PVR built plush seats for Director's Cut in-house and patented the technology. "One cannot get away with premium pricing strategy if you are not offering the best," says Bijli.
Luxury in cinemas is not just about legroom. Multiplex operators strive to provide the best of food, ambience and content, and give consumers the option to watch a movie exclusively with a select group of friends or family. PVR Cinemas and Big Cinemas have auditoriums with just 25 seats.
The cost of building high-end screens is about 40-50% higher than normal cinemas. "The investment on such screens is high and it's like setting up a mini manufacturing plant with high initial investment and a moderate-to-long payback period," says Ashesh Jani, partner, Deloitte Haskins & Sells.
While tickets are priced at a big premium, companies say, food is the most important factor in this business. And the trickiest. While the menus have to be innovative, they need to be easy to eat while watching a movie. "One cannot serve curries or strong-smelling food to the consumer while they are watching the movie," says Ashish Saksena of Big Cinema, whose luxury formats include Cine Diner and 180 Degrees. "Also serving in the middle of the movie disturbs other audiences," he adds.
