PVR INOX is broadening its entertainment playbook by ramping up sports screenings, live concerts and stand-up comedy shows across its multiplex network, as the company seeks to evolve beyond being just a movie exhibition business.
Speaking during the company's Q1FY27 earnings call, managing director Ajay Bijli said the exhibitor is focused on positioning PVR INOX as India's leading out-of-home entertainment destination.
"Beyond the films, we continue to build PVR INOX into India's leading out-of-home entertainment destination," Bijli said, adding that the company wants to leverage its screens, locations and consumer trust to engage audiences across a wider range of leisure experiences.
The strategy builds on the success of recent live sports screenings, including the IPL and the FIFA World Cup. Bijli noted that around 64,000 people watched the FIFA World Cup final in PVR INOX cinemas despite the late-night kick-off, calling the initiative commercially successful rather than a brand-building exercise.
"It added to our bottom line," he said while responding to analysts' questions on the viability of screening marquee sporting events.
While films will continue to be the company's primary revenue driver, PVR INOX is increasingly looking to monetise its infrastructure through alternative content that attracts audiences beyond traditional moviegoing.
Bijli said the company has already laid the groundwork to host sporting events, music concerts and stand-up comedy performances across its circuit, creating more reasons for consumers to visit multiplexes even when there are no major film releases.
Reaffirming the company's long-term vision, he said movies will remain the mainstay of the business, but PVR INOX will continue to diversify into complementary entertainment formats that can drive sustained footfalls and strengthen its position in India's evolving leisure landscape.
