Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Gautam Datta
CEO
PVR Ltd.
On the next big disruptors for the theater-going business.
Most of the top management at PVR gets to office to only create disruption, so whether it’s technically on the form factor, nothing is taken for granted. Our philosophy at PVR is ‘the best time to change is before it’s time to change’ because when it’s time to change perhaps too late to change. So from seating, from providing headphones on the seat, mobile chargers, cry baby shows, kids auditorium, beds in the auditorium, having three sided projections looking at newer designs/patterns, opening up the foyers to non-ticketed audiences, making each and every experience complete with other domains of business say hospitality, airlines and look at some of the learning’s that they have deployed in being able to offer very differentiated experiences and see how you could adapt those learning’s into cinema is really going to be the key. Somebody said why you couldn’t package a complete dining & cinema experience together. So there was a concept called director’s cut that came. Somebody said why couldn’t the entire auditorium be with recliners, so we said we will do that – Gold Classes came through; why couldn’t I get a lounge experience, why couldn’t I get a space where I could discuss my films, why can’t I get into a cinema and I could be flooded with some piece of information about movies that I have never known. So each and every again interaction that the brand has with the consumer can we redefined, can we do something different and that different, as I said could be from sheer brick and mortar, design, form factors, double beds inside the auditorium, new technology differentiator, laser projections, three side projection, dining experience inside the cinema. The possibilities are endless and I will be faking that I would even have a clue that’s what going to happen in next six months because that’s how dynamic our industry is.
“Somebody said why you couldn’t package a complete dining & cinema experience together. So there was a concept called director’s cut that came.”</blockquot
