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PVR INOX has introduced a new cinema format called PVR INOX SMART Cinemas to expand its presence in Tier III cities through a Franchise-Owned, Company-Operated (FOCO) model. Muzaffarpur in Bihar has been selected as the first location, with six more properties already signed and expected to open over the next nine months. The company aims to meet the growing demand for organised entertainment in smaller cities by offering premium cinema technology, modern facilities and standardised operations while partnering with local developers and entrepreneurs.
PVR INOX has launched PVR INOX SMART Cinemas, a new exhibition format aimed at expanding its presence in Tier III cities through a Franchise-Owned, Company-Operated (FOCO) model. The company has selected Muzaffarpur in Bihar as the first location under this initiative as it looks to strengthen its footprint in India's fast-growing smaller cities.
The new format has been developed to bring the PVR INOX cinema experience to emerging urban centres while following a capital-efficient expansion strategy. The company said the model allows it to collaborate with local developers and entrepreneurs, helping it scale operations with lower capital investment while maintaining operational control.
PVR INOX said the launch comes at a time when organised retail and consumer spending are expanding beyond metropolitan cities, leading to higher demand for premium entertainment options in smaller markets. The company identified Muzaffarpur as the launch city because of its growing commercial significance, expanding retail ecosystem and increasing demand for organised entertainment.
The company has already signed agreements for six additional SMART Cinemas properties, which are expected to become operational over the next nine months. It is also in discussions with developers for similar projects in several other cities as part of its wider expansion strategy.
Each PVR INOX SMART Cinemas property will be equipped with 2K laser projection, 7.1 surround sound systems, modern auditoriums, curated food and beverage offerings, and the company's standard operating practices. These features have been adapted to suit value-conscious, high-growth markets while maintaining the overall cinema experience associated with the PVR INOX brand.
Managing Director Ajay Bijli said the launch of SMART Cinemas marks the company's next phase of expansion. He stated that after transforming the cinema experience in India over nearly three decades, the company is now focusing on creating a format specifically designed for the country's rapidly growing Tier III cities. He added that as aspirations continue to rise across these markets, the company aims to make its cinema experience more accessible, beginning with Muzaffarpur and gradually expanding into other cities over the coming years.
Executive Director Sanjeev Kumar Bijli said the FOCO model would help the company expand its presence by working with local developers and entrepreneurs. He added that the growing demand for cinema across high-growth cities presents a strong opportunity for expansion, and the new format combines a scalable, capital-efficient business model with the company's established cinema experience, allowing it to grow alongside its partners while reaching more communities.
The company also said the expansion is expected to generate direct employment opportunities, contribute to state and local tax revenues, and strengthen organised entertainment infrastructure in the cities where the new cinemas are established.
PVR INOX has been steadily expanding its network across India through a mix of multiplex developments, premium large-format screens and strategic partnerships. The introduction of the SMART Cinemas format marks a shift towards tapping underserved markets where organised cinema penetration remains relatively low despite rising consumer spending and retail development.
Source PTI
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