PVR INOX to Enter Tier 3 Cities: Why Bihar's Muzaffarpur Is Its First Stop
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PVR INOX SMART Cinemas: PVR INOX launches SMART Cinemas in tier 3 cities, beginning with Muzaffarpur, Bihar. Here's why the city was chosen and how moviegoers reacted.
New Delhi, August 4: Multiplex chain PVR INOX (Priya Village Roadshow INOX) on Tuesday announced the launch of SMART Cinemas, a new franchise-led exhibition format for tier 3 cities, drawing excitement from moviegoers. The expansion will begin from Muzaffarpur, Bihar, a category Z city, before extending to other markets. The initiative will follow a franchise-owned, company-operated (FOCO) model to bring premium cinema experiences to smaller cities through a capital-efficient expansion strategy.
Why Muzaffarpur First?
According to the company, Muzaffarpur has been chosen as the launch city owing to its growing commercial importance, expanding retail landscape and rising demand for organised entertainment.
The company said rising disposable incomes, driven by high returns from commercial farming, particularly litchi and maize cultivation, have injected substantial liquidity into the local economy. Remittance inflows and service sector growth have further strengthened consumer spending. It also noted increasing digital penetration and greater global exposure, leading to higher expectations, stronger brand consciousness and demand for safe social spaces.
PVR Looks at Expansion in Tier 3 Cities
Managing Director Ajay Bijli said the new format marks the company's next phase of expansion.
"For nearly three decades, PVR INOX has transformed the way India experiences cinema. With PVR INOX SMART Cinemas, we are building on that legacy by creating a cinema concept designed for India's fastest-growing tier 3 cities.
"Across the country, aspirations are rising, and audiences are seeking the same world-class experiences that have defined PVR INOX. Our vision is to make those experiences more accessible than ever before, beginning with Muzaffarpur and expanding to new markets in the years ahead."
Executive Director Sanjeev Kumar Bijli said the FOCO model would enable the company to scale its presence while partnering with local developers and entrepreneurs.
"India's passion for cinema continues to grow, creating significant opportunities across the country's high-growth cities. PVR INOX SMART Cinemas combines a highly scalable, capital-efficient expansion model with the signature PVR INOX experience. It enables us to grow alongside our partners while bringing world-class cinema to more communities across India."
The company said the expansion is also expected to create direct employment opportunities, generate state and local tax revenues, and strengthen organised entertainment infrastructure in the markets where the new cinemas are launched.
How People Feel About It
Welcoming PVR to Muzaffarpur, people are excited to experience large screens, better sound quality and more comfortable seating, especially as highly anticipated films such as Spider-Man: Brand New Day and The Odyssey are currently running in cinemas across the country.
A social media user on Reddit, a popular discussion platform, wrote:
"Today I saw a reel that PVR will be opening at the Icon Plaza Mall this July. Finally, PVR is coming to the city. I hope that it will be up to the standards of PVRs elsewhere. Though it's far from my place, the nearest are Grand Mall and P&M Mall. I usually go to P&M Mall because of the bigger screen. But I hope to have an even better movie experience. Two of the movies I'm looking forward to: The Odyssey Spider-Man: Brand New Day"
Reacting to the post, other users said they were also looking forward to visiting the new PVR for a better cinema experience.
(With Agency Inputs)
