Leading movie chain in India, PVR INOX Limited, said on Saturday that it will introduce “PVR INOX Passport,” a membership card designed to encourage customers to frequent theatres. For a monthly price, moviegoers will be able to see up to 10 films every month with this subscription pass.
Beginning on October 16, the monthly subscription pass will be accessible. This subscription will run you 699 per month. The subscription pass is valid from Monday through Thursday but is not valid for director’s cut, IMAX, gold, luxe, or other premium services. The firm has been interacting with its client base to learn more about their movie-watching habits, according to Gautam Dutta, co-CEO of PVR INOX Ltd.
“There is a sentiment, the consumers are saying that we love the movie experience and we love to come out to a cinema. But we can’t get it all. We keep slotting what are the event films and what are the movies that can be consumed on TV, iPad and mobile.”So in their mind, ‘Pathaan’, ‘Jawan’, ‘Salaar’, ‘Leo’, are some of the big cinema films. And then there are certain films that they really want to watch but don’t mind waiting for them a little longer… So when we probed and said, ‘why can’t you come to a cinema hall every week?’ They said it becomes expensive,” Dutta mentioned in conversation with PTI.
He said that this tendency is unhealthy for low-budget and middle-range films. He said, “Event films are growing bigger, and smaller films are underperforming.”
The firm just reduced the cost of meals and drink by 40%. Additionally, it now offers affordable food combinations from Monday through Thursday between the hours of 9 am and 6 pm for 99.
He said that as a result of the programme, more films will be created and seen by more people. “And after some time, you will create this habit of consumers coming back to the cinema. So it’s really a momentum shifter, not just a price promotion,” he further stated.
He said that the business is aiming to attract “students, housewives, and senior citizens” with the offer. The minimum subscription length for “PVR INOX Passport” was three months. The website or the app may be used to purchase it.
“For redeeming, users will have to choose a Passport coupon as a payment option at the time of transaction check out. In case of a transaction for multiple tickets, one ticket can be redeemed using a Passport coupon and the rest can be paid for, through any other regular mode of payment.”