PVR launches 'PVR Premiere'

MUMBAI: PVR has launched a new set of multiplexes under the brand name ‘PVR Premiere‘ beginning with the launch at Saket in Delhi. The new brand of PVR will cater to the needs of the urban customers in metros. It plans to open 30 to 40 PVR Premieres by 2010.

The company will also launch a new multiplex PVR Select City Walk at Saket in Delhi on 23 November. The multiplex will comprise six screens including two Gold Classes with 1235 seats.
The tickets of PVR Premiere will be priced between Rs 150 to Rs 750.

"PVR Premiere will offer unparalleled legroom, 180-degree reclining seats and personalised menu overseen by a Maitre d ‘, lounge areas with bookshelves, digitized banners and concierge service," said a release.

At PVR Premiere movie goers can also download ring tones, pictures, movie schedule, among other options on their phone free of cost.

Last year the company forayed in tier I and Ill cites with PVR Talkies with a price range starting from Rs 40.

PVR Ltd chairman and MD Ajay Bijli said, "Strong brands constantly reinvent themselves to remain current and relevant and that is what makes strong brands go on indefinitely. Today, the realities governing the film exhibition market have changed, creating a fantastic challenge for brands to embrace. It is hence imperative for PVR to keep reinventing itself, so that it remains relevant to today‘s consumer. In other words, PVR continuously strives to refresh itself in ways that speak to the evolving consumer; to build a long-term appeal and affinity"

PVR Ltd joint MD Sanjeev Bijli said, "With the multiplex industry booming and growing at the tremendous pace, the exhibition industry is taking a step forward with the launch of PVR Premiere, which I am sure, will raise the bar for multiplexes in the country. Transcending the prevalent standards of film viewing, PVR Premiere will cater to the evolving taste and preferences of urban consumers in the metros and cosmopols"

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