Amidst a challenging phase for the cinema industry, multiplex giant PVR Inox has unveiled a groundbreaking service named ScreenIT, aimed at combating declining footfalls and revitalizing audience engagement. This innovative initiative seeks to address the growing dominance of over-the-top (OTT) platforms and a dwindling pipeline of fresh, differentiated content.
What is ScreenIT?
ScreenIT is a new feature available exclusively on the PVR Inox app. With a vast library of over 500 titles at launch and plans to expand beyond 1,000 movies, ScreenIT allows movie enthusiasts to browse, book, and promote screenings of their favorite films. The service caters to a variety of tastes, offering genres ranging from action and romance to regional cinema.
Users can create or join customized movie shows at their preferred cinemas, choosing the timing and location that suits them best. While ticket prices remain unchanged to ensure affordability, the service introduces a community-driven approach to the movie-going experience.
How ScreenIT Works
The process is simple and user-friendly:
- Explore the Library: Browse a diverse collection of movies, including classics, fan favorites, and iconic hits.
- Create or Join Screenings: Choose a movie, time, and location to create a screening or join one curated by other users.
- Meet the Threshold: For a screening to be confirmed, a minimum of 10% of the auditorium’s capacity must be filled. For instance, in a hall with 100 seats, at least 10 tickets need to be sold.
- Spread the Word: Share your unique promotional link on social networks to invite others to join. For every ticket sold via the link, users earn a 5% cash rebate.
A Game-Changing Initiative
According to Renaud Palliere, CEO of The Luxury Collection and Innovation at PVR Inox, ScreenIT is a “game-changer” that optimizes admissions while creating viral marketing opportunities. “There’s no downside to this initiative. It’s about turning the audience into brand ambassadors for the content they love,” Palliere remarked. By enabling users to design and customize their movie experience, the service bridges nostalgia with modern convenience.
Kamal Gianchandani, Chief of Business Planning and Strategy at PVR Inox, echoed similar sentiments. Highlighting the success of re-releases, he noted that 6% of admissions in Q2 were driven by re-released films. “SCREENIT celebrates nostalgia while offering a modern, flexible, and highly personalized way to enjoy films,” Gianchandani stated.
Addressing Industry Challenges
The launch of ScreenIT comes at a critical time for India’s multiplex industry, which has been grappling with a 6% decline in footfalls in 2024, down to 883 million from a pre-pandemic peak of 1.03 billion in 2019 (Ormax Media). While higher ticket prices have partially offset revenue losses, the industry continues to face challenges due to a lack of fresh content from the Hindi film industry and a shift in consumer behavior toward OTT platforms.
To mitigate the content gap, multiplexes like PVR Inox have turned to re-releases of old hits. These have proven to be a godsend, performing on par with new releases in recent months. ScreenIT builds on this trend, offering audiences an opportunity to relive the magic of iconic films while also fostering a sense of community and shared experience.
Empowering Audiences
ScreenIT’s innovative model draws inspiration from the circular economy, seen in sectors like e-commerce and travel, where users actively participate to make the system work. By empowering audiences to curate their movie experience and rewarding them for promoting shows, PVR Inox is redefining audience engagement.
Palliere likened the initiative to making audiences advocates for the content they want to see, saying, “It’s about rewarding people for their involvement and creating an exciting and rewarding movie experience.”
A Nationwide Rollout
Currently, ScreenIT is available across 120 screens in 50 cities in India, with plans for further expansion. This broad availability ensures that audiences across the country can access the service and enjoy a tailored cinematic experience.
Why ScreenIT Stands Out
- Customizable Experience: Audiences have the freedom to choose what they watch, when, and where.
- Community-Driven Screenings: Users can create shows and invite friends or join screenings organized by other movie lovers.
- Nostalgia Meets Innovation: Relive classics on the big screen with a modern twist.
- Reward System: Earn cash rebates for promoting screenings through social networks.
- Affordability: Ticket prices remain unchanged, ensuring accessibility for all.
The Road Ahead
As the multiplex industry navigates evolving consumer preferences and the growing influence of OTT platforms, initiatives like ScreenIT offer a blueprint for innovation and adaptability. By embracing technology and leveraging the power of community, PVR Inox is setting a new benchmark for the cinema experience.
With ScreenIT, movie lovers can look forward to a future where the big screen becomes more accessible, personalized, and rewarding than ever before. Whether it’s revisiting a beloved classic or discovering a hidden gem, ScreenIT promises to make every movie outing a memorable one.