PVR INOX UNVEILS ‘BADA DEKHO. SAATH DEKHO’ CAMPAIGN

National, 16th February 2024: PVR INOX, the largest and the most premium cinema exhibitor in India has announced the launch of its latest brand campaign “Bada Dekho. Saath Dekho.” The campaign celebrates the enchanting joy derived from a shared cinematic journey with a profound sense of ‘togetherness’ that blooms when individuals unite in the shared experience while watching a movie on the big screen. The campaign touches upon this community viewing experience which has been associated with cinema viewing since the time cinemas came into existence. Bada Dekho. Saath Dekho follows the resounding success of the previous campaign, ‘Fresh Dekho. Bada Dekho’, continuing to celebrate the admiration for cinemas and the viewing experience therein.

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The video-centric campaign, conceptualized by Tree Design and produced by SGP Films, has esteemed actor Pankaj Tripathi eloquently putting forward the rationale in his signature style. Pankaj Tripathi has lent his unique charismatic touch to the narrative, infusing relatability and authenticity into the storytelling with the underlying thought ‘Akele Mein Toh Bass Timepass Hota Hai, Film Dekhne Ka Mazaa Toh Sab Ke Saath Hi Aata Hai’ translating to, ‘Watching a film alone amounts to just whiling away time; the real joy of watching a movie is together, in the theatre.’

Commenting on the campaign, Gautam Dutta, Co-CEO, PVR INOX Limited said, “We are thrilled to unveil our new campaign, Bada Dekho. Sath Dekho which underscores the unwavering commitment of PVR INOX Ltd. to celebrate the collective cinematic experience. The new campaign is a testament to the magic that unfolds when individuals from different backgrounds come together to create lasting memories at the theatre that enrich bonds and connections. Cinemas the giant screens, and the thunderous sound, the cinema experience offers a unique atmosphere characterized by the auditorium’s darkness, unfamiliarity with the co-audience, yet a unified sense of awe and appreciation for the content playing on the screen. It goes beyond the reel, emphasizing the joy that is truly experienced when we watch a film together. We invite everyone to experience the magic of shared moments and the enduring joy of the big screen.”

In this cinematic journey, “Bada Dekho. Saath Dekho” underlines the belief that the true essence of cinema extends beyond the screen – it is about the shared memories etched in the hearts of the audience and creating a simulated family for three hours within the confines of the theatre. The campaign is currently running on PVR INOX’s own digital platforms, OTT platforms and cinemas and has already garnered a lot of interest.

Join PVR INOX on this enchanting cinematic journey and experience the magic that unfolds when individuals unite to celebrate the joy of the big screen with “Bada Dekho. Saath Dekho” Campaign.

Pvr Inox Transforms the Iconic Eros Cinema to Launch the First Standalone Imax …

National, February 10, 2024: PVR INOX, the largest and the most premium cinema exhibitor in India is set to redefine the cinematic landscape in Mumbai with the inauguration of its first standalone IMAX with Laser theatre in Mumbai at INOX EROS, Churchgate. This marks a significant upgrade of the 86-year-old iconic heritage EROS cinema, transforming it into the city’s ultimate destination for an immersive and technologically advanced cinematic experience. The state-of-the-art cinema with 305 seating capacity will feature IMAX® with Laser technology, a next-generation laser projection and multi-channel sound system exclusive to IMAX theatres for a truly immersive experience.

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With the addition of INOX EROS, this will be PVR INOX’s 5th IMAX Screen in Mumbai and the 23rd in its national circuit further strengthening the footprint of the company in Maharashtra with 253 screens in 53 properties. In West India, the total count grows to 346 screens in 78 properties, reiterating the brand’s commitment to providing unparalleled cinema experiences to audiences across the region.

IMAX with Laser is set apart by its 4K laser projection system featuring a new optical engine and a suite of proprietary IMAX technology that delivers crystal clear images, increased resolution, deeper contrast as well as the most distinct, exotic colors ever available on-screen. Its giant screen, laser-aligned speakers, and patented DMR technology redefine the movie-going experience, making one feel like they are living the story themselves.

Commenting on the announcement, Mr. Ajay Bijli, Managing Director, PVR INOX Limited, said, “As a leader in the cinema exhibition industry, PVR INOX is transforming the movie-going experience for audiences across India. We are extremely proud to play our part in the revival of the iconic cinema, EROS, Mumbai which truly represents the aspirations of evolving cinema audiences. The reopening of the heritage cinema marks a significant milestone introducing the world’s most immersive movie experience for the people in South Mumbai.”

The cinema has seamlessly integrated the grandeur of the original art deco design with the awe-inspiring scale of IMAX. The lobby evokes a Broadway-esque ambiance; where branding becomes an integral part of the décor, leading to a compact yet dynamic space featuring a live cooking food counter as the central highlight. Heritage elements like bas-relief sculptures and intricate patterns are skillfully inter-woven into the contemporary design, creating a timeless masterpiece that breathes new life into the beloved landmark.

“For generations, EROS cinema has stood as a symbol of cinematic entertainment in the heart of Mumbai. Now, by integrating IMAX with Laser technology, we seamlessly blend the rich history of this iconic cinema with the cutting-edge brilliance of IMAX. At PVR INOX, we aim to elevate the cinematic experience and making it engaging for movie-goers that cannot be replicated at home. We extend a proud invitation to Mumbaikars to rediscover the magic of cinema once again at INOX EROS.” said Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited.

Mumbai’s Finest Flagship Destination, EROS has been a premier landmark in South Mumbai for over 80 years. The 1930’s saw the birth of Eros and a New Bombay playing host to numerous star-studded gala opening which now as a Mumbai catchment caters to the affluent Mumbai consumer. The Eros redevelopment plan comprised of restoration of the façade to bring back its old opulence and revamping the internal spaces to suit the needs of modern retail.

Speaking on the opening of the IMAX Cinema as part of the EROS redevelopment, Mr. Vinay Khandelwal Metro Realty Group said “Built by the Cambata Family, in 1938, Eros holds a place in the hearts and minds of millions of Mumbaikars and has come to represent the vibrant crossing on which it stands. After successfully restoring iconic heritage properties Metro Mumbai and Metro Kolkata, we are extremely proud to bring Eros back to prominence in a modern avatar while celebrating its glorious heritage. Now with the INOX IMAX theatre, South Mumbai’s first and a world first in a 88 year old heritage building spread over three levels with high-end foyers, concession areas and lounges, theatre and retail patrons would experience the benefits of an integrated shopping and entertainment venue”.