PVR Inox Limited, India's leading cinema chain, has launched PVR Inox Passport, a subscription pass aimed at motivating the consumers to visit theatres regularly. The monthly subscription pass is available now for ₹699 or $8.39.
The Passport is a monthly subscription pass wherein cinema goers can watch up to 10 movies per month for a set fee. The subscription pass will work between Monday and Thursday but won't work in premium services like Imax, Gold, Luxe and Director's Cut.
Gautam Dutta, co-CEO of PVR Inox said the company has been engaging with the customer base to know more about their movie watching habits. "There is a sentiment, the consumers are saying that we love the movie experience, and we love to come out to a cinema,” he said. “But we can't get it all. We keep slotting what are the event films and what are the movies that can be consumed on TV, iPad and mobile.
“So, in their mind, Pathaan, Jawan, Salaar, Leo, are some of the big cinema films. And then there are certain films that they really want to watch but don't mind waiting for them a little longer. So, when we probed and said, 'Why can't you come to a cinema hall every week?' They said it becomes expensive."
Dutta said this trend is not healthy for mid-level and small budget films, adding that as event films are becoming bigger, smaller films are failing at the box office.
PVR Inox recently slashed prices of food and beverages by 40 percent. It has also launched reasonably priced food combos at ₹99 from Monday to Thursday between 9 am and 6 pm.
Dutta said that because of the initiative, more films will get made and more people will come to consume them. "And after some time, you will create this habit of consumers coming back to the cinema. So, it's really a momentum shifter, not just a price promotion," he added.