PVR partners with UFO Moviez to introduce anti-viral cinema air purification system

Multiplex operator PVR in partnership with cinema advertising platform UFO Moviez has introduced anti-viral cinema air purification system for its 856 screens.

The cinema-specific air sterilization device, called UFO-Wolf AirMask, eliminates air-borne viruses in enclosed spaces, said Gautam Dutta, CEO, PVR Ltd.

"This (Wolf AirMask) is being installed in all 856 screens and in 60 percent of screens the installation is completed and by December 14, the balance 40 (percent) will be done," Dutta told Moneycontrol.

PVR has invested close to Rs 9 crore to install around 4,000 units of Wolf AirMask in its properties. One auditorium needs around 4 machines with one unit covering around 1,000 square feet area, according to Dutta.

Kapil Agarwal, Joint Managing Director at UFO Moviez India Ltd., said that while PVR is the first organized effort, they have installed the technology in many theatres across India.

Talking about the features of UFO-Wolf AirMask, Dutta and Agarwal said that the technology eliminates air-borne viruses in enclosed spaces. The product discharges negative ions which binds with the surface protein of the coronavirus, or any other harmful viruses and microbes present in the air and neutralizes it. Also, it can neutralize 99 percent of SARS COVID-2 virus within 15 minutes.