PVR Cinemas invests over Rs 10 crore to renovate Delhi's PVR Priya

Multiplex operator PVR has redefined its first cinema theatre Priya in Delhi and for this, it has taken a new approach. The company this time has not only renovated the cinema but also the public place outside the theatre.

"Consumer has evolved and wants a holistic experience. The consumer doesn't want to walk through a place that is dilapidated and then get into a great experience. So, we looked at this project from the outside in. We usually go for renovation from inside to outside and even for outside it stops at the box office.

PVR collaborated with Future Institute, a not-for-profit multidisciplinary applied-research-based platform to implement the urban place-making for the redevelopment of Basant Lok complex at Vasant Vihar.

For the entire project, PVR has invested Rs 10-12 crore. For the technology which is powered by Cinionic, a cinema technology service, PVR has spent Rs 6.5 crore.

With upgrading PVR Priya to a premium screen format, the multiplex operator offers eight screens of Director's Cut, 37 screens of LUXE, four screens of Sapphire, nine screens of IMAX, 18 screens of 4DX, eight screens of P[XL], 13 screens of Playhouse and one screen of PVR Onyx under premium screen category.