PVR Inox launches new service to combat declining footfalls
PVR Inox has introduced ScreenIT, a service available on its app aimed at addressing challenges such as declining footfalls, improving screen utilisation, and catering to audience preferences.
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The move comes as multiplexes face reduced footfalls due to the rise of over-the-top (OTT) platforms and limited content diversity. ScreenIT offers a library of over 500 titles at launch, with plans to expand to more than 1,000. Ticket pricing will remain unchanged.
Renaud Palliere, CEO of The Luxury Collection and Innovation at PVR Inox, explained that ScreenIT allows audiences to select, schedule, and promote movies for screenings.
«There's no downside in this initiative. The only upside is to maximise and optimise admissions. It creates viral marketing opportunities for people to go and see content that they couldn’t necessarily see again on the big screen. They can design and customise the experience the way they want, and they can earn from it,» he said.
According to Ormax Media, footfalls fell 6% year-on-year to 883 million in 2024, well below the pre-pandemic peak of 1.03 billion recorded in 2019. An increase in the average ticket price has partially offset losses from declining footfalls.
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