PVR INOX has introduced a subscription service called PVR INOX Passport.
This initiative intends to act as a boost to the film industry and also encourage moviegoers to visit theatres more frequently.
The monthly subscription pass costs Rs. 699 and is valid for a period of three months.
This is said to be the first ever in-theater movie subscription offering in the country.
Subscription details
There are some terms and conditions though.
It is valid only for weekdays.
The Pass holder can book only one ticket a day, and also has to carry a government ID every time they go to the screening.
Customers can watch up to 10 films each month, taking the price for each visit to just Rs 70.
However, it does not apply for premium experiences such as IMAX, Gold, LUXE, and Director’s Cut.
Gautam Dutta, co-CEO of PVR INOX, stated that the company engaged with customers to understand their movie-watching habits and concerns.
To tackle pricey movie experiences
“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. So when we probed and said, ‘why can’t you come to a cinema hall every week?’ They said it becomes expensive,” Dutta said.
Dutta believes this trend isn’t beneficial for the film industry, especially for mid-level and smaller-budget films.
Event films continue to grow, while smaller films are often overshadowed.
So, to tackle this issue PVR INOX aims to create a product that aligns with consumer sentiment, enticing them back to cinemas and providing a boost to smaller films.
Affordable food combos
It had addressed something similar before as well.
Food and beverages in theatres are very pricey, so the company reduced prices by 40 per cent.
It also launched affordable food combos that are priced at Rs 99 applicable from Monday to Thursday between 9 am and 6 pm.
It also includes unlimited popcorn refills during select hours.
Target audience
PVR INOX hopes this subscription plan will revitalize the film industry and provide a more affordable and accessible cinema experience for a wider range of moviegoers.
It seems the target customer for this includes students, housewives, and senior citizens.
They have time to spare to watch movies and are generally budget-conscious.
How to redeem
The Pass can be purchased from the company’s app or website.
On the matter of how to redeem it, it said, “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,” the chain said.
