PVR sub-brand in tier-III towns on anvil, engages fans with interactive card

NEW DELHI: Rs 21.8-billion multiplex chain PVR, which is aiming to touch 1000 screens by 2020 having crossed 600 recently, is likely to form another brand to tap tier-III towns.

PVR sources confirmed to that the aim was to cater to every price category, and extend its reach to the entire country.

However, PVR chairman and managing director Ajay Bijli said the plan was still in early stages and, it may take some time to work out the right model.

Meanwhile PVR, which has completed 20 years of its existence, has launched a scheme to attract regular cinegoers by launching a PVR Privilege loyalty programme which will offer its estimated 75 million loyal visitors an enriched array of first-class redemption opportunities and enhanced benefits.

To support the launch, PVR is offering food and beverage vouchers of the same value as the activation fee, so that the membership is at zero cost to new members at its 131 properties nationwide comprising 600 screens.

The new loyalty programme was launched at an event in Delhi where the versatile actor Aamir Khan – whose latest film ‘Secret Superstar’ directed by Advait Chandan is being released next week -- became the first member of this programme.

Actress Zaira Wasim was also present at the event. ‘Secret Superstar’ has a unique storyline revolving around Insu (Zaira), a young Muslim girl, who aspires to become a singer but faces restrictions from her conservative father. She happens to cross paths with a musician, which unfolds into an exciting journey.

About the film, Khan said he took up a subject that excited him and not by the trends prevalent at that time.

Bijli said: “Watching movies becomes a one-sided affair. The aim of the loyalty programme is to involve every cinegoer who will send in his views about the film, and about the facilities in the theatre premises. This will make it more engaging for the cinegoer.”

Joint MD Sanjeev Kumar Bijli said: “This is designed to be one of the most rewarding programme in cinemas. It will enable members to enjoy a remarkably simple and a fast way to free tickets or F&B offerings. He told that it could also customise diets for viewers who may have diabetes or are glutton-allergic.

PVR chief of strategy Kamal Gianchandani, who designed the loyalty programme, said the phone number of a viewer becomes his entry into the programme. He said the +1 Approach is to increase visitation as well as make the theatre relevant to advertisers. Every point earned by a member is equivalent to Rs 50. There is no entry fee by a five per cent benefit on becoming a member. He added that PVR releases around 900 films a year, and will attempt to ensure that it is able to cater to each member individually to inform him or her in advance about the kind of films being released. The programme works best on a smartphone but can also be used on a feature phone, he added.

Guests can inquire at their local PVR cinema, at or can download the PVR mobile app.

The Privilege programme is India’s first fully digital cinema loyalty programme and offers the following consumer benefits:

· Reward points on each purchase of tickets or food and beverages

· Automated conversion of Reward points into vouchers that can be used to pay for tickets and F&B

· Personalised offers, and services at cinemas

· Bonus points during special occasions

· Easy to use, with a QR-code based virtual card in App, Website and at Cinemas

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