PVR Inox , India's largest film exhibition company, has unveiled a groundbreaking concept in the world of cinema entertainment. The company has launched India's first-ever luxury dine-in cinema at the newly opened M5 ECity Mall in Bengaluru, Karnataka. This innovative venture marks a significant milestone in the Indian film exhibition landscape, seamlessly blending blockbuster movies with gourmet dining within the auditorium itself.

A New Era of Cinema Experience

The new multiplex at M5 ECity Mall is not just about watching movies; it's a complete lifestyle destination. PVR INOX has reimagined the traditional cinema-going experience by introducing a range of unique features:

1. In-Auditorium Dining: Guests can enjoy chef-curated meals in their seats without leaving the auditorium or even purchasing a separate movie ticket.

2. Curated F&B Brands: The multiplex offers a variety of in-house food and beverage options, each designed to enhance the cinematic journey.

3. Lounge-Style Foyers: Visitors can relax in café-style seating areas before or after their movie, making it a social hub for food lovers and movie enthusiasts alike.

4. State-of-the-Art Technology: Every auditorium is equipped with advanced audio-visual technology, including Dolby Atmos, DTS:X, Dolby 7.1 surround sound, and 4K Laser projection.

5. Luxury Auditoriums: CLUB auditoriums offer premium comfort combined with cutting-edge technology for an immersive viewing experience.

Culinary Delights at Your Seat

The dine-in concept introduces a range of curated in-house F&B brands, each offering a unique culinary experience:

Youthification: The Future of Cinema

At the core of this new property is PVR INOX's 'Youthification' approach, designed to cater to young, digital-first audiences. This concept integrates:

• Gaming zones
• Kids-first formats
• Interactive VR/AR stations
• Lounge-style foyers
• Curated food experiences

Expanding Footprint

With this launch, PVR INOX has expanded its presence to:

• 580 screens in South India
• 1,757 screens across 353 properties
• 111 cities in India and Sri Lanka

Management Speak

Mr. Ajay Bijli, Managing Director of PVR INOX Limited, emphasized the uniqueness of the new multiplex: "We are inviting audiences to experience cinema in an entirely new way. From India's first dine-in auditorium restaurant to immersive technology and thoughtfully curated food experiences, this property brings everything our guests love under one roof."

Mr. Aamer Bijli, Lead Specialist – Innovation, Film Marketing & Digital Programming, added: "This is not just about watching films, it is about spending time well—sharing a meal, gaming with friends, relaxing in lounge spaces, and enjoying the best technology on screen."

PVR INOX's latest venture in Bengaluru is set to redefine the movie-going experience, offering a perfect blend of entertainment, dining, and lifestyle under one roof. As the company continues to innovate and expand, it's clear that the future of cinema in India is not just about watching movies, but about creating memorable experiences that cater to all senses.

PVR Inox Limited, one of India's leading multiplex chains, finds itself under scrutiny as the Competition Commission of India (CCI) initiates an investigation into the company's Virtual Print Fee (VPF) practices. The move comes as part of the regulatory body's efforts to ensure fair competition in the cinema industry.

Investigation Details

The CCI issued a prima facie order under Section 26(1) of the Competition Act, 2002, marking the beginning of an investigation against PVR INOX Limited. The focus of the probe is the levy of Virtual Print Fee, a charge typically imposed on film distributors to offset the costs of digital projection equipment in theaters.

Company's Response

In a disclosure to the National Stock Exchange of India and BSE Limited, PVR INOX acknowledged the CCI's order. The company emphasized that this is a preliminary step and does not conclusively determine any rights or obligations.

Murlee Manohar Jain, SVP - Company Secretary & Compliance Officer of PVR INOX, stated in the disclosure:

"This Order is not conclusive or determinative of any rights or obligations and is merely a prima facie order just to initiate an investigation."

Next Steps

PVR INOX has indicated that it is currently evaluating its options in light of the CCI's order. The company is seeking appropriate legal advice to determine its course of action. Despite the ongoing investigation, PVR INOX has expressed its commitment to cooperate fully with the Competition Commission throughout the process.

Implications for the Industry

The investigation into PVR INOX's VPF practices could have significant implications for the broader cinema industry in India. Virtual Print Fees have been a topic of debate in the film exhibition sector, with discussions around their impact on smaller distributors and independent filmmakers.

As the investigation unfolds, industry stakeholders will be closely watching for any potential changes in VPF policies that could reshape the financial dynamics between exhibitors and distributors in the Indian film market.

The CCI's order and subsequent investigation underscore the regulatory body's active role in monitoring competitive practices within the entertainment industry. The outcome of this probe may set important precedents for how digital cinema charges are structured and implemented across India's vast movie market.

PVR INOX shareholders and industry observers will be keenly awaiting further developments as the company navigates this regulatory challenge while maintaining its position in the competitive multiplex landscape.