PVR INOX is stepping up its push into smaller towns with the launch of its Smart Screens format, a lower-cost cinema model designed for tier-II, tier-III and emerging markets, according to a CNBC-TV18 report.
The multiplex operator plans to take the format to 300 cities across India over the next three years, targeting locations that currently have limited or no access to organised cinema infrastructure.
Unlike traditional multiplexes, Smart Screens are designed to operate with lower capital expenditure and a smaller footprint. The model is aimed at making cinema exhibition viable in markets where setting up a conventional multiplex may not be commercially feasible.
The company expects ticket prices at Smart Screens to be around 30% to 35% lower than those at a regular PVR multiplex, with an investment of about ₹1.9 crore per screen, as per the report.
Speaking to CNBC-TV18, PVR INOX Managing Director Ajay Bijli said the company has identified around 300 cities where the concept can be introduced, with Muzaffarpur set to be the first location.
The move comes as PVR INOX looks beyond metropolitan centres and large cities for growth. While urban markets remain important, the company believes significant demand exists in smaller towns where moviegoers often have to travel long distances to watch films in modern theatres.
According to the report, Smart Screens will feature digital projection, premium sound systems and a cinema experience similar to larger multiplexes, but at a lower investment cost. The format is expected to help the company expand faster while maintaining operational efficiency.
The strategy also aligns with broader consumption trends in India. Improved road connectivity, rising disposable incomes and growing demand for organised entertainment have increased the attractiveness of smaller markets for cinema operators, retailers and consumer brands.
For PVR INOX, the Smart Screens initiative offers an opportunity to increase screen penetration in a country where the number of cinema screens per capita remains far below many global markets.
The company has been pursuing multiple growth strategies in recent years, including premium large-format screens, luxury cinema concepts and alternative content offerings such as concerts and live events. The new format adds another pillar to its expansion plans.
The company is also expecting this rollout to strengthen its presence across underpenetrated markets and support long-term growth in the exhibition business.
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