PVR INOX Limited announced the opening of its newest 9-screen multiplex at Lakeshore Mall, Y-Junction, Kukatpally, Hyderabad on January 23, 2026. This strategic expansion marks the company's 18th cinema in Hyderabad and brings the total PVR INOX screen count in the city to 111 screens.

Strategic Location and Market Position

The new multiplex is strategically positioned at Lakeshore Mall, located near Balanagar Metro Station on the Red Line. The mall serves as a metro-connected shopping and entertainment destination in one of Hyderabad's busiest and fastest-growing hubs, attracting strong youth and working-professional footfall.

Advanced Technology and Premium Formats

The multiplex features state-of-the-art technology designed to cater to diverse audience segments. The cinema showcases two distinctive premium formats alongside seven mainstream auditoriums.

The PXL auditorium delivers a large-format cinema experience powered by 4K laser projection and Dolby Atmos immersive sound, complemented by RealD 3D technology for blockbuster-ready entertainment. This represents PVR INOX's second PXL screen in Hyderabad, following the recent introduction at Inorbit Mall.

The Playhouse auditorium offers a vibrant, safe, and engaging environment specifically curated for children and young families, designed to deliver an engaging cinematic experience calibrated for younger audiences.

Audio Technology Specifications

The multiplex incorporates advanced audio systems across all screens to ensure superior sound quality:

This audio configuration ensures rich, spatial audio across all viewing formats, providing an immersive experience for moviegoers.

Enhanced Cinema Experience

The cinema introduces several features designed to appeal to contemporary audiences, particularly Gen Z and young millennials. Premium seating options include Front Row Loungers and Celebrity Recliners, adding comfort and flexibility for moviegoers who view cinemas as social, experiential destinations.

The facility also features PVR INOX's latest cinema food court concept, designed as a bright, social space with multiple counters, quick-service favorites, and fresh offerings. This complements modern preferences for shared experiences, convenience, and casual dining before and after shows.

Network Expansion Milestone

With this launch, PVR INOX now operates the largest multiplex network in India, encompassing 1,783 screens across 357 properties in 112 cities spanning India and Sri Lanka. This expansion reinforces the company's commitment to strengthening its presence in key metropolitan markets.

According to Mr. Ajay Bijli, Managing Director, PVR INOX Limited, "Hyderabad is a dynamic, future-facing cinema market, with a strong youth and Gen Z audience that seeks immersive, social, and high-quality experiences. Kukatpally is rapidly evolving into a key lifestyle hub, and our new 9-screen cinema at Lakeshore Mall reflects our focus on combining technology, comfort, and curated formats to make moviegoing more relevant, accessible, and exciting for the next generation of audiences."

Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited, added that the cinema has been designed to align with evolving audience preferences, from premium formats and immersive sound to flexible seating and social food spaces, delivering a contemporary moviegoing experience that fits seamlessly into today's lifestyle.

Multiplex chains across India have discovered a winning formula to revive midweek cinema attendance through strategic pricing initiatives, with early results from 2025 showing significant improvements in footfalls for mid-budget and non-star films. The introduction of weekly offers such as "Blockbuster Tuesdays" has successfully encouraged audiences to return to cinemas beyond traditional weekend visits.

Strong Performance Metrics Across Major Chains

PVR INOX , India's largest multiplex chain, has reported impressive results from its flexible pricing strategy. According to Gautam Dutta, Chief Executive of Revenue and Operations, the initiative has emerged as a key driver of weekday footfalls and may have generated approximately 22.5 million footfalls by the end of 2025.

Devang Sampat, Managing Director of Cinépolis India, the country's second-largest multiplex chain, highlighted that Tuesday admissions have increased from 9-10% to 15-16% of weekly footfalls. The strategy has successfully reached viewers who may not have been regular moviegoers previously.

Revenue Impact and Audience Expansion

While per-user revenue is lower due to reduced ticket prices and corresponding food and beverage spending, absolute revenue has grown because volume increases more than compensate for the pricing reduction. Sampat emphasized that the primary goal was always to widen the moviegoing habit, and current data suggests this objective is being achieved.

Bhuvanesh Mendiratta, Managing Director of Miraj Entertainment Ltd, noted that families, students, and regular moviegoers who previously preferred weekends are now visiting cinemas mid-week as well. The feedback has been positive because audiences perceive it as a value day rather than merely a discount.

Pricing Strategy Challenges and Limitations

Despite the positive results, industry executives acknowledge several challenges with flexible pricing strategies. Sustainability remains a primary concern, as pricing initiatives are most effective when they expand the audience base rather than simply shifting existing viewers to lower-priced days.

Key Implementation Challenges:

• Ensuring audiences don't postpone visits only for discounted days
• Maintaining careful pricing balance and coordination with distributors
• Sustaining momentum during slower film weeks
• Preventing cannibalization of premium weekend revenue

Rahul Puri, Managing Director of Mukta Arts and Mukta A2 Cinemas, emphasized that pricing strategy doesn't significantly sway viewers or increase occupancy when films haven't found audience appeal over the opening weekend. This reinforces the industry view that content quality remains the most critical factor for theatrical success.

Variable Pricing Structure

The pricing structure is not uniform across the industry, varying based on multiple factors including film type, format, demand, and location. A premium format screening of a major release in a metropolitan area will be priced differently from a weekday show of a mid-budget film in a tier-two city.

Mendiratta noted that the initiative gives exhibitors confidence to explore similar pricing options on non-peak days without affecting the premium nature of weekends and large formats. However, he stressed that content remains the biggest factor, as lower pricing works best when strong, mass-appeal films are in theatres.

Future Outlook and Industry Innovation

The flexible pricing experiment has demonstrated to cinema owners the importance of nimble pricing strategies, as rigid rates do not benefit stakeholders. This realization is potentially paving the way for more pricing innovation in 2026, as the industry continues to adapt to changing consumer preferences and viewing habits.

While the weekly pricing initiatives have strengthened the case for flexible pricing models, industry consensus remains that compelling content must drive theatrical success, with pricing serving as a supportive rather than primary factor in audience attraction.