With restrictions easing and films now releasing in theatres, the newly revamped PVR Priya in its new avatar — first P[XL] format, the state-of-the-art premium giant-screen format, — is all set to wow movie buffs, says SUPRIYA RAMESH
The present pandemic has taken its toll on the entertainment industry and with cinema halls shut for the last one-and-a-half years, the theatres in the country were losing out. But now, with dwindling COVID-19 cases, films are now releasing in theatres. The good news is that Bell Bottom that released in cinema halls on August 19, 2021 has garnered over `40 crore. This is good news for theatre owners.
It is perhaps this reason that PVR Priya that needed a redo timed this perfectly. The complex has been brought to life once again by enhancing public safety, building edges with adequate lighting infrastructure, upgradation of flooring and paving to improve accessibility in the focus zones, augmentation and activation of the public realms like parks and plaza, piped music installation of appropriate street furniture — benches, waste bins, signage and organisation of informal retail and vendors on-site to achieve an inclusive growth ecosystem for all.
The transformation of Vasant Vihar’s Basant Lok Complex has been done under the Urban Placemaking initiative to enhance public safety, create multiple activity spaces and achieve a clean, green and healthy urban environment. It is a hangout spot for youngsters, one of the most visited destinations in Delhi and is used for a premium shopping experience. A hub, which gives food and fashion bloggers ample stories as it is home to some of the most liked cafes and restaurants.
Regular visitors to the complex will tell you that the new look was not what the complex was seven years. Back then, there were no proper pavements, CCTV cameras and lights. The absence of basic public amenities and collapsing infrastructure had turned into an unsafe zone for pedestrians, especially women and children to access, even during broad daylight. And due to insufficient lighting, this zone became a safe space for many anti-social activities.
Going for movies aren’t just confined to theatres. People enjoy discussing, laughing and crying while they recollect their favourite or hated scenes, dialogues, songs and stars from the movie even outside the hall. One agrees with the other while another disagrees, lovers recall all the lovely moments as they take a walk together sipping tea, friends argue over what could have been the perfect climax while chilling at cafes and lounges and shopaholics go on to find that ditto dress the star wore.
“When people go out, they want to spend some time discussing the movie or getting into the mood of the movie. Keeping that in mind, there are lounges being made, cafes are being planned and that's one of the reasons why we looked at so much around spaces of Priya because there's no point just making a great cinema when in and around it is just a bad experience,” Gautam Dutta, PVR CEO, says.
The giant screen alone does not make up for a great movie, it is the great content and technology that boosts the viewer’s experience. By redefining Priya, New Delhi has got its first P[XL] format and India’s first state-of-the-art premium giant-screen format. “Multiplex is an embodiment of many things coming together. If I say technology, it further gets divided into projection, sound, seating and comfort,” Dutta tells you.
Hospitality has no boundaries and cheering up is no more restricted to just birthdays and events. “We worked a lot on learning hospitality. Staff members have been trained to talk to consumers. Earlier, they used to just serve quietly. Now, it's all about having conversations. Our cinema manager introduces a film now, it's a new thing that we've started to do. Before the film starts, he comes and introduces himself and talks about it,” he explains.
Unlike IMAX, which supports its own content and not every film can be played on its screen, P[XL] can play all the content by amplifying the film in the greatest format. “The IMAX is a very niche, very focused and fantastic technology, but needs its own content. In the whole year, you may just get about 20 to 30 movies that are IMAX coded. We really love IMAX and we support it. On the other hand, in the new format, we get the width of playing everything. It supports all regional content, all Hindi content. When you watch a Bell Bottom or a Chehre, it looks grand,” Dutta claims. He shares an interesting anecdote.
“Did you know why cinema halls are always put on the higher floor in a mall, he asks? “Cinemas are the footfall drivers, not only do people come but while they are moving up, they shop. They are called anchor tenants and we are the anchor tenant for Basant Lok community centre. In one show, we can get as many as 300 people and every time 300 people come, they will buy something, they will eat something,” Dutta says.
To ensure consumer’s safety, PVR Priya has gone beyond the Government-laid COVID protocols. By blocking every alternate seat with a not-to-be-occupied tape, they have also put in a negative ion technology that purifies the air. Making sure that people consume the right and fresh food, it will be sterilised before it is given to the consumer. “These are not protocols laid down by the Government but we've done it because we want consumers to be safe. Our staff is all 100 per cent vaccinated,” Dutta says.
