Multiplex giant PVR Inox is planning to serve alcohol at additional high-end properties across metro cities. Already available at select luxury formats like Director’s Cut in Delhi and Maison Inox in Mumbai, the company is now seeking licences for premium lounges in Gurugram and Bengaluru to further enhance the in-cinema experience.
Lounges, Not Auditoriums
Alcohol will not be permitted inside the movie halls themselves, in compliance with the Cinematograph Act, but it will be served in adjacent lounge areas. These premium spaces allow moviegoers to relax and enjoy a drink either before or after the film. The initiative is aimed at attracting patrons who might otherwise choose between a movie night and a night out at a bar.
Luxury Strategy to Drive SPH (Spend Per Head)
As box office numbers dip, the move is part of PVR Inox’s broader strategy to evolve into a premium, experiential entertainment destination. The goal is to increase spend per head (SPH) by offering gourmet food, plush seating, and now, alcoholic beverages. According to Nuvama’s Abneesh Roy, luxury formats may soon form 20% of PVR’s total screen inventory.
Revenue From Food & Beverages Soars
In the third quarter of FY25, PVR Inox reported revenue of ₹1,738 crore. Of this, ₹520.9 crore (30%) came from food and beverages—indicating how central F&B is to the business model. Alcohol could further push this revenue upward, even as ticket sales contribute ₹879.1 crore, up by 5.8% year-on-year.
Navigating State Laws & Targeting Premium Audiences
Liquor licensing is a state subject, making implementation complex and region-specific. However, with high pricing and curated experiences, PVR hopes to filter out unruly elements and attract high-spending audiences. The idea is to offer something streaming platforms can’t—a night out that blends food, drink, luxury, and cinema.
