Movies

PVR watermark and trained staff help detect piracy, says Sanjeev Bijli, targets 1000 screens by '20

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/23/PVR_watermark.jpg?itok=JTudNosE

NEW DELHI: It had always been a favourite meeting place until it closed down over a decade ago, and it was sorely missed. The Chanakya cinema was the only theatre in Chanakyapuri -- the capital’s diplomatic enclave -- and so it exhibited either English or blockbuster films. But, an unseemly dispute with the New Delhi Municipal Corporation forced the lease-holders to shut shop.

However, the theatre has reopened in a new avatar – and helped the PVR Cinemas touch the 600-screen mark with PVR Cinema CMD Ajay Bijli confident of touching the 1000-screen mark by 2020.

The property was later acquired on a 15-year lease by DLF who have developed it as a shopping complex and PVR developed a part of it as a three-screen theatre.

PVR joint managing director Sanjeev Bijli told Indiantelevision.com that around 3.5 per cent of the budget of the PVR chain has been set aside for publicity and promotion. In a brief talk on the sidelines of a press meet to unveil the new theatre, he said, answering a question relating to piracy, that every frame appearing on the screen carried the PVR watermark and so piracy could be easily detected.

Bijli also said that the staff had been trained to keep a watch on viewers using mobiles to ensure the screen image was not copied. He said the tagline ECX meant Enhanced Cinema Experience -- a greater emphasis on the latest sound technology, and silver screens which ensured a better viewing experience.

In its new incarnation, PVR ECX Chanakya unveils the most opulent cinema format in India with its 4K projection system, next-generation 3D-enabled screens with ultra HD picture quality and Dolby ATMOS surround-sound system in all auditoriums. The new cinema also offers Quick Tix, PVR’s digital ticketing solution to promote cashless transactions and reduce ticket-wait times. The cinema also offers an automated F&B kiosk Quick Bites for the first time ever, wherein patrons’ can either pick up their order from the counter or get it served on their seat.

Being a PVR ECX property, there is special emphasis on ambience manifested by a deep focus on design, colours and lighting in each cinema. Designed by the Madrid-based STUDIO GRONDA, the revamped PVR ECX has magnificent lobby spaces, custom-made chandeliers, prime marbles, dynamic auditorium lights, and unparalleled technological integrations.

Sanjeev Bijli said the chain had started out in 1997 after an agreement between Priya from India and Village Roadshow of Australia, and begun with Anupam PVR in Saket in South Delhi and grown in 20 years to its present capacity and along the way acquired the Cinemax and DT chains.

Earlier, at the press meet, Ajay Bijli regretted that the cinema had been treated as a luxury item despite fact that ticket prices varied between Rs 125 and Rs 550 and the blended tax under GST had been fixed at 28 per cent despite a demand for keeping it low at 18 per cent.

PVR CEO Gautam Dutta said that the marketing and consumer support had helped the keep its rates steady. He said that adequate publicity would be given to show timings when the rate was as low as Rs 125 to ensure consumer support. He said art and technology make for good cinema and, with the tastes of the consumer changing, it was important to keep ahead of the curve.

To a question, he said that both English and Indian blockbuster films would be screened at Chanakya, now.

Ajay Bijli said that 21 other screens were ready for launching in other places but the clearances for the Chanakya heritage property came early, and so this was the first to touch 600 screens.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/23/Priya_Giri_Desai-David_Schwartz.jpg?itok=salialb2
Women filmmakers' northeast works to be highlighted at India fest in NY

NEW DELHI: Three films from northeast India and a special focus on films made by women filmmakers will be the highlights of the second edition of the India Kaleidoscope Film Festival (IKFF) to be held in New York next month. The festival is being presented by the Museum of the Moving Image (MOMI)...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Secret%20Superstar.jpg?itok=6bQiSsgV
Secret Superstar: Patchy underdog movie riding on Aamir's fame

There have been numerous films on a protagonist going against the tide to fulfil his ambition and childhood dream. Usually, in films, such aspirants come from second rung cities, small towns or mofussil India. That adds to the sympathy or the underdog quotient as the script’s requirement.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Golmaal%20again.jpg?itok=2nR64R3m
Golmaal Again: Entertaining suspense thriller

The most successful franchise in Hindi films, Golmaal, strikes again. And, aptly, the title is Golmaal Again. The main faces of the franchise -- Ajay Devgn, Arshad Warsi, Tusshar Kapoor, ShreyasTalpade and Kunal Khemu are very much there so are the other regulars, Sanjay Mishra, Mukesh Tiwari,...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/judw2.jpg?itok=MoOLOx7y
Pre-Diwali period sees some flops

The pre-Diwali period saw a few flops. Judwaa2 saved the situation to some extent for the exhibition section providing relief with a considerable number of footfalls for a couple of weeks. Besides this, Newton was in news, a small film which got some favourable box office but more media hype as it...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/PVR.jpg?itok=aBQphPBl
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 indiantelevision.com that the aim was to cater to every price category, and extend its reach to...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Maiden_0.jpg?itok=p_6D8yMg
Maiden Indian film fest in Poland honours Koirala, Mittra

NEW DELHI: Wave Cinemas' CEO Rahul Mitra and actress Manisha Koirala were honoured with special awards at the first-ever Indian Film Festival in Poland (Warsaw). They also took part in the grand red carpet event at the iconic 'Kinoteka' theatre in the heart of Warsaw. A special audience of hundreds...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/10/judwa2_0.jpg?itok=OBtA8dpP
Judwa remake has an advantage over Chef

*Wrong time release and the film pays heavily. Much beyond its demerits. Pre-Diwali is the dullest period to release a new film but, even the best of production houses with years of standing still go ahead and do it. T Series released Chef in this dull period and, when asked, the explanation was...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/06/chef.jpg?itok=m6q0yYAq
Chef: Where is the audience?

Chef is a remake of 2014 Hollywood film of the same name, written, directed and co-produced by Jon Favreau, who also essayed the lead role.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/06/Baahubali%202.jpg?itok=fvJMACwW
Baahubali 2 to premiere on Sony Max on 8 Oct

MUMBAI: Sony MAX, a Hindi movies channel from Sony Pictures Networks, is  bringing the epic saga from the Kingdom of Mahishmati, Baahubali 2: The conclusion. Directed by the showman of southern India movies, S.S. Rajamouli, this extravagant heroic tale of Baahubali will be premiering on Sony MAX...

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories