THE MULTIPLEX MOGUL

Reimagining India's Big-Screen Experience: Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited, on Scaling Premium Cinema, Expanding Screen Footprint & Shaping the Future of Theatrical Entertainment.

- BY VAISHNAVI GUPTA

The merger of PVR INOX Limited has marked a defining moment for India's exhibition industry, creating the country's largest multiplex chain and unlocking new growth levers across formats, content, technology, and sustainability. As the integrated entity continues to consolidate its leadership position, the focus is firmly on scale, premiumization, operational efficiency, and deeper market penetration across India. Speaking about the transformative impact of the merger, Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited, said the integration has reshaped the company's strategic direction in meaningful ways.

Premiumization as a Growth Driver

One of the most visible outcomes of the post-merger strategy has been an aggressive push towards premium formats. The company has expanded immersive and luxury offerings such as IMAX, Director's Cut, Luxe, Insignia, and 4DX, catering to evolving consumer expectations for differentiated cinematic experiences.

Bijli emphasized that premium formats are not just about higher ticket prices but about offering distinct experiences. “For us as a cinema company, the idea is to make people experience as many different formats as possible because the movie-going experience in those formats is very different,” he explained.

He elaborated on the appeal of each format: “IMAX is extremely immersive — the screens are very large and you feel as if you're part of the film. Director's Cut, Luxe, and Insignia are full-service formats with recliners, in-seat dining, and personalized attention. It’s almost like a three-hour moviecation. 4DX is all about movement and sensory enhancements that elevate the viewing experience.”