On a Saturday afternoon in Bengaluru, teenagers spill out of a VR gaming zone, parents linger over artisanal coffees, and a young couple settles into a plush dine-in cinema hall — all under the same roof. This isn’t a mall. It’s PVR INOX’s Mahindra Millenia multiplex, one of the company’s first experiments in what it calls “youthification.”
Ameer Bijli on how PVR is redefining movie-going for Gen Z, “We’re creating versatile spaces, not just cinemas”
India’s largest cinema exhibitor is no longer just in the business of screening films. It is redefining movie-going as an all-day cultural and lifestyle experience, designed to appeal to a generation that values Instagram-worthy moments as much as blockbuster storytelling. As Aamer Bijli, Lead Specialist – Innovation, Film Marketing & Digital Programming, puts it, “We’re creating versatile spaces that appeal to every consumer. The idea is not to discard traditional cinema but to design experiences that blend movies, gaming, dining, and immersive tech for a digital-first, young audience.”
India’s largest exhibitor, PVR INOX, is no longer just a movie chain — it’s reinventing itself as a lifestyle and cultural hub. At the heart of this evolution is what Aamer Bijli calls “youthification.”
Cinemas like Mahindra Millenia in Bengaluru and Sky City Mall in Borivali, Mumbai are the first testbeds. They feature dine-in concepts, gaming zones, tech-enabled F&B, and design-forward spaces.
From OTT Competition to Cultural Coexistence
The pandemic cemented OTT as a powerful rival, but Bijli argues the narrative has shifted, “We’re at a stage of coexistence now. Less than 10% of Netflix’s content slate is films. The appetite for theatrical cinema is still strong. People want Nolan in IMAX, Rajamouli in IMAX. Our immersive formats and F&B expansion are about giving audiences something they can’t get at home.”
To that end, PVR is building in-house F&B brands, expanding dine-in formats, and experimenting with LED and immersive projection technologies.
The Next Five Years
Looking ahead, PVR INOX is betting on two big fronts, namely expanding into under-penetrated markets — Tier 2, Tier 3, even Tier 4 towns, and blending entertainment verticals — cinema, food, live events, and immersive tech.
“We want to create spaces that accommodate film, food, and live entertainment. It’s about being more than a movie hall — becoming a hub for culture, community, and leisure.”
Business Takeaway
By rebranding itself as a day-long entertainment destination, PVR is future-proofing against OTT disruption. If successful, youthification could redefine the cinema industry’s economics in India.
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