PVR Inox opens Dine-In Cinema theatre

India’s oldest and largest multiplex operator PVR Inox has launched a first of its kind, unique movie watching experience where the audience can enjoy a dining experience!

The 70-seater screen comes with a first of its kind food and beverage service at the seats, which can be rotated for an enhanced movie watching experience.

Located at the E5 Mall at Electronics City in India’s very own Silicon Valley, Bengaluru, this is yet another innovative and bold attempt by the movie exhibition company.

PVR and Inox merged right after the Covid-19 crisis in 2022 and has hence seen a rationalisation of the business.

From 359 properties and 1,680 screens right after the merger in FY 22, the company now operates 349 properties, however with 1,723 screens across India.

Audience admissions have grown significantly despite the surge of OTT platforms, from 9.51 lakh tickets sold in FY 23 to 13.69 lakh in FY 25. Overall occupancy, though has been a worry, with a huge dip from 26% in FY 23 to a mere 23% in FY 25.

Thanks to a steep increase in ticket prices across India, except for in states such as Andhra, Telangana and Tamil Nadu, revenue from sales of tickets has grown from INR 1,894 Cr in FY 23 to INR 2,954 Cr in FY 25.

The most interesting observation while seeing the company’s financial performance is the significant increase in sales of food and beverages from INR 1,193 Cr in FY 23 to INR 1,827 Cr in FY 25. That’s a 31% contribution to total revenues which has remained constant!

To be clear, the sale of F&B per admission has increased 6% from INR 125 in FY 23 to INR 133 in FY 25. This growth, coupled with inflation in prices is actually de-growth!

Clearly, the high F&B prices are not helping the multiplex operator. Ticket prices, on the other hand have grown 8% during this period according to data provided by the company while overall revenue per admission has grown only by 6%.

Clearly, Soda, Cola and Pop-corn with various toppings is not drawing more visitors than the cast, crew and content put-together.

Similarly, advertising income has surged INR 289 Cr in FY 23 to INR 447 Cr in FY 25 with several brands continuing to see a potential in theatre advertising.

Profit After Tax (PAT) has decreased from a negative INR 242 Cr in FY 23 to INR 151 Cr in FY 25.

Editor’s Note

While it is certainly an experimental and daring idea to offer a dining experience while watching movies, the bigger question is – are there (enough) consumers willing to take this offering.

Perhaps, a yes in a city like Mumbai or New Delhi with celebrities, industrialists, expats, etc., but at other markets, it is highly hypothetical, if not dicey.

A table for three seats at this new facility costs INR 1,276 including taxes, translating to INR 425 for a single ticket.

Food and beverages are optional, which can be ordered while watching the movie and includes butler service.

PVR Inox has undertaken so many innovations over the last thirty years, ever since Priya Cinemas in New Delhi’s Vasant Vihar opened its first Multiplex in association with Village Roadshow (hence the name PVR Cinemas).

However, the rising cost of movie-watching at multiplexes is causing huge financial strain to the general public.

Apart from the exhorbitant ticket and F&B prices at the multiplexes, families have to shell out for vehicle parking (if it is inside a Mall) as well a meal, before or after the show, depending on the show time.

This has led to scores of standalone theatres, especially in Southern India sprucing up their screens, with advanced sound systems and a lot more comfortable seating than their earlier avatars.

The ticket price-cap, most recently announced in Karnataka state, which has been kept on stay by the Hon’ble High Court of Karnataka, could have done well for the mass-movie goers, though Multiplex associations think otherwise.

As Steve Jobs, Founder of Apple said once, “Most consumers / users do not know what they really want and hence Tech companies have to constantly innovate and offer new improvements”, this doesn’t hold good for consumer products and services used commonly.

The jury is still out whether this Dine-In model of movie-watching by PVR Inox will work or not, but what attracts the audience is not just the content but the cost of movie-watching too!