PVR Inox has unveiled SMART Cinemas, a new low-cost cinema format designed to expand into Tier II and Tier III cities with tickets priced under $2 (approximately ₹190), representing a 40% reduction from the company's average metro ticket price. According to Bloomberg News, the company plans to launch this format across 300 emerging towns over the next three years, with each SMART Screen requiring an investment of approximately ₹1.9 crore per screen - substantially lower than conventional multiplexes. Managing Director Ajay Bijli explained that the company conducted an in-depth study identifying about 300-odd cities where cinema doesn't exist or where good-quality cinema experiences don't exist, stating that India is still grossly underscreened. Muzaffarpur in Bihar has been selected as the first launch destination, with the first SMART Cinemas launching on 7 August 2026. The company has also signed six more PVR INOX Smart Cinemas properties scheduled to open over the next nine months, with talks ongoing with developers to expand the format across several other markets.
The SMART Cinemas initiative offers 30-35% cheaper ticket prices compared to metro city rates, with flagship PVR INOX multiplexes in Mumbai, Delhi and Bengaluru typically ranging between ₹250 and ₹500 for regular shows. According to Mint, big Hollywood releases such as Tom Holland's Spider-Man: Brand New Day and Nolan's The Odyssey are typically priced between ₹350 and ₹700 for standard formats, with premium screens commanding rates above ₹1,000 in metro cities. Regular Bollywood releases like Dhamaal 4 and Alpha witnessed regular-format tickets priced at ₹250-450 during peak hours in big cities. The company claims that a 30% cheaper ticket for the same Hindi movies at Smart Cinemas could cost anyone less than ₹200. Additionally, the format will feature an economical food and beverage menu similar to PVR cafe in metros, further making movie outings more affordable. Each SMART Cinemas complex will have three to four screens with a capacity of 600-900 seats.
The SMART Cinemas initiative will follow a franchise-owned, company-operated (FOCO) model, allowing PVR Inox to scale its footprint while keeping investments capital-efficient. According to PTI, Executive Director Sanjeev Kumar Bijli noted that this model will help the company expand efficiently while partnering with local developers and entrepreneurs. The format combines a scalable business model with the signature PVR Inox experience to serve more communities across the country. Each SMART Cinemas property will feature 2K laser projection, 7.1 surround sound systems, modern auditoriums, curated food and beverage options, and PVR Inox's standard operating practices tailored for value-conscious, high-growth markets. The lower ticket prices are made possible by redesigning the economics of the format without compromising the movie-going experience, with food offerings limited to popular items such as popcorn and nachos at similarly reduced prices.
PVR Inox has announced ambitious expansion targets for SMART Cinemas, with plans to open 26-30 screens this year and another 180 screens next year. As per Bloomberg News, these additions could add ₹40-50 crore to the topline in the ongoing financial year. The company plans to add another 180 screens next year in addition to its screens opening in urban areas, which are slated at 100 screens a year. Each SMART Cinemas complex will have three to four screens with a capacity of 600-900 seats. The cost per screen under the SMART Cinemas model is ₹1.9 crore compared with about ₹2.5-3 crore in metros, making it significantly more capital-efficient for expansion into smaller towns. The company will continue adding about 150 of its regular screens annually over the next three to four years, while piloting photo booths and virtual reality games inside multiplexes to attract moviegoers.
PVR Inox's alternative programming strategy continues to show measurable results in financial performance, with the company experiencing one of its strongest runs at the box office in recent years. Following the success of Dhurandhar: The Revenge, Project Hail Mary, The Odyssey, and Spider-Man: Brand New Day this year, the chain expects upcoming releases such as Toxic, Bollywood epic Ramayana, and Dune: Part Three to sustain the momentum. The cinema chain's shares have gained about 17% this year, outperforming India's benchmark Nifty 50 Index, which has declined 5.9%. During Q1FY27, screenings of alternate content and re-releases of old movies drew 250,000 admissions, contributing 1% of the company's gross box-office collections with an average ticket price of ₹409, nearly 50% higher than the company's overall ATP of ₹273 for the quarter. The company operated 1,779 screens across 113 cities at the end of June, with occupancy improving to 25.3%, up from 22% a year earlier.
