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PVR Inox launches standalone IMAX experience at Delhi’s Priya Cinema

PVR Inox launches standalone IMAX experience at Delhi’s Priya Cinema

The difference between an IMAX theatre and a regular theatre lies in the unique and enhanced cinematic experience.

PVR INOX recently launched the only standalone IMAX theatre in India at South Delhi’s iconic Priya Cinema at the Basant Lok Complex in Vasant Vihar. The difference between an IMAX theatre and a regular theatre lies in the unique and enhanced cinematic experience. IMAX theatres provide a more expansive and immersive viewing experience. “The cinema will feature IMAX with a next generation laser projection and multi-channel sound system exclusive to IMAX theatres for a truly immersive experience. IMAX represents the forefront of innovation in terms of cinema and for the market at large. Having IMAX is really another stepping story because obviously we have a wonderful line up of films coming as well. There›s a lot of Bollywood content coming on IMAX along with Hollywood content,” rejoices Aamer Bijli, Lead Specialist-International Film Marketing, PVR INOX Limited.

Priya Cinema at Basant Lok Complex is set to finally return to its pre-pandemic glory and the upgradation to the IMAX is really an icing on the cake. It’s currently PVR INOX’s only standalone IMAX screen. “Actually, this is the 5th Avatar of Priya in its entire run. It’s actually a blessing to be able to introduce the ultimate format to such an iconic and pivotal location, which really represents what PVR is. It is actually an honor for me to walk in the same steps that my father did because he also started his journey here in 1990. Currently, it’s the only standalone IMAX screen that we have and next will be the iconic Paras cinema, which will be opening in a couple of months. That’s what’s so wonderful because now we are being able to provide the same old fashioned love for the cinemas,” reveals Aamer.

IMAX with Laser is set apart by its 4K laser projection system featuring a new optical engine and a suite of proprietary IMAX technology that delivers crystal clear images, increased resolution, deeper contrast as well as the most distinct, exotic colors ever available on-screen. “We are extremely pleased to upgrade our first and most iconic cinema, PVR Priya into a modern-day representation of a truly immersive cinematic experience like IMAX. Non-Hindi Indian movies and Hollywood movies have indeed broken the thresholds of geographical and language barriers being dubbed in multiple language aided by their larger than life appeal and immersive formats such as IMAX have helped in expanding the movie viewing market,” explains Ajay Bijli, Managing Director, PVR INOX Limited.
The IMAX theaters are known all across the globe for their unique and enhanced cinematic experience. Along with the enhanced visual experience, the sound systems in these theatres are specially designed to deliver powerful, multi-dimensional surround sound. “PVR IMAX with Laser at Priya is a world-class location that will make an excellent home for this one-of-a-kind IMAX offering in India. India is fast-emerging as one of the most exciting global cinema markets thanks to its passionate audiences and their love for Indian and Hollywood filmmaking alike, and we are pleased to further partner with PVR INOX to meet surging demand for The IMAX Experience,” rejoices Rich Gelfond, CEO of IMAX.

Aamer, a specialist in international marketing of films, regularly liaises with the international studios with the focus to curate the best available content. “My role involves regularly liaising with the Hollywood studios. The focus is on sourcing the best international content and so it goes well beyond Hollywood to basically bring their films to our audiences through the foreign studios. Also, India’s diaspora is absolutely fantastic. People say that it’s a melting pot but I was only able to fathom what that meant once I started working because we have done so many films and we have reached places where we didn’t actually expect the fan base and community to exist. But it does exist and it exists with a burning passion. So, it’s all about being the bridge between the movie-viewing community and the studios to make a more fruitful experience for everyone,” explains Aamer.

The pandemic was particularly a tough time for the entertainment business at large. For the PVR family, it was all about looking after their community. “There were a lot of projects that we ran internally to make sure that our community within was revitalized, taking care of their health and mental well-being as well as their families was the foremost important thing. So that actually helped us become more stable position once the gates open. And obviously, once the gates open, we have just continued to provide the best experience humans are habit forming creatures out of nature. The people’s habit luckily is stepping out and cinema is that one destination that people always love. The pandemic really accelerated the ability of people to consume different type of content. They have become more picky and choosy about what type of content they will come to see. We have become quite careful in terms of how we curate the content, the type of things we offer. We are fully committed to providing them with the best possible experience,” sums up Aamer.

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