
ScreenIT is a new feature introduced on the PVR Inox app. It allows users to either create a show from the available catalog or join an already-created screening.
Moviegoers can now choose the films they want to see re-released in theatres. This removes the need to wait for producers or exhibitors to bring back older titles.
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The idea builds on the success of recent re-releases. Films like Tumbbad received resounding love when they were re-released, and Shah Rukh Khan classics like Kal Ho Na Ho and Veer Zaara also drew significant audiences.
Reruns proved to be sleeper hits last year, and PVR Inox is betting on their continued success to boost footfalls.
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Footfalls in cinemas dropped significantly last year, falling to 88.3 crore. This marked a 6 percent decline from 94.3 crore in 2023, and a dip below the 2022 level of 89.2 crore. Excluding the pandemic years, it was one of the biggest declines for the theatre business.
To tackle this, PVR Inox is giving audiences the power to customize shows for old classics. Through the ScreenIT feature, audiences can pick their preferred movie, time, and location, and enjoy the screening with their group.
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The ScreenIT library already includes over 500 titles, with plans to expand to nearly 1,000 soon. The initiative has been introduced in tier-1 cities, offering a unique way for audiences to relive cinematic gems on the big screen.
The ScreenIT feature by PVR Inox may seem innovative, but it highlights deeper issues in the cinema industry.
The reliance on re-releases signals a lack of confidence in delivering fresh, engaging content. Targeting only tier-1 cities excludes a vast audience, reinforcing urban-rural divides.
Moreover, using nostalgia to boost footfalls feels like a temporary fix to address declining attendance, which hit a low of 88.3 crore last year.
While classics appeal to certain demographics, younger audiences may feel disconnected.
Instead of relying on older films, the focus should shift to affordable pricing, control rates of food items like popcorn, diverse storytelling, and addressing evolving audience tastes.