PVR INOX Focuses on Youth-Centric Cinema to Boost Growth

PVR INOX, India’s leading multiplex chain, is reimagining cinema-going with a bold “youthification” strategy. Spearheaded by the Bijli family’s next generation, the initiative focuses on entertainment experiences beyond movies, including gaming lounges, AI-driven foyers, and India’s first dine-in auditorium. With a rising contribution from non-ticketing streams and a 23% revenue jump in Q1FY26, the company is betting on immersive experiences to engage younger audiences.

Youthification: A New Cinema Mantra

The youthification drive aims to transform PVR INOX theatres into holistic entertainment destinations. Rather than focusing solely on film screenings, the company is emphasizing environments where visitors feel connected, engaged, and inspired.

Aamer Bijli, Lead Specialist of Innovation, explained:

“Cinemas of today are not just about watching films. They're about creating ecosystems where people can feel connected. That’s the ethos behind our youthification drive.”

The initiative is led by the second generation of the Bijli family, including Aamer and Niharika Bijli, who are guiding innovation and experiential expansion.

Pilot Properties: Bengaluru and Mumbai

PVR INOX has selected two pilot properties to test its new concept:

• Bengaluru – Mahindra Millennium Mall: Features gaming lounges, entertainment foyers, and India’s first dine-in auditorium, where dining is the main experience and movie viewing is incidental.

• Mumbai – Borivali: Introduces AI-led innovations to enhance customer engagement and operational efficiency.

This experimental approach allows the company to refine its model before rolling it out across the network.

Expanding the Model Across India

The new entertainment model will gradually expand across PVR INOX theatres:

• 20% of upcoming properties will include youthification zones

• Renovations are planned for several existing multiplexes

• Focus on non-ticketing revenue streams like gaming, dining, and live events

Aamer Bijli emphasized that tickets remain the core business, but these added experiences will encourage visitors to spend more time and money inside the theatres, boosting overall revenue.

Revenue Growth and Market Impact

PVR INOX’s performance reflects the success of its strategies:

• Q1FY26 revenues rose 23% year-on-year

• Strong box office collections combined with promotional initiatives like ₹99 Blockbuster Tuesdays

• Rising contribution from food, gaming, and immersive experiences

The youthification drive is particularly targeted at Gen-Z audiences, who value interactive and social experiences over traditional movie-watching.

Redefining the Cinema Experience

The strategy signals a shift in what draws audiences to theatres. For PVR INOX:

• Movies may no longer be the main attraction

• The emphasis is on dining, games, and live entertainment

• AI-enabled features and immersive designs aim to enhance engagement and satisfaction

By creating experiences beyond films, PVR INOX is positioning itself as a destination for entertainment rather than just a movie hall, keeping pace with changing consumer preferences.

Conclusion

PVR INOX’s youthification initiative is transforming cinema in India. By integrating gaming lounges, AI-led foyers, dine-in experiences, and immersive entertainment, the multiplex chain is appealing to younger audiences and boosting non-ticketing revenues. As Gen-Z dominates movie-going demographics, PVR INOX is proving that the future of cinema lies in creating experiences, not just screening films.

With continued innovation and expansion, the company is set to redefine the multiplex landscape and sustain growth in India’s competitive entertainment market.