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PVR Cinemas unveils tech-enabled cinema PVR Icon in Mumbai’s Phoenix Mall
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Monday, 13 May, 2019, 14 : 00 PM [IST]
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Ranjana Sharma, Mumbai
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PVR Cinemas, India’s largest and most premium film exhibition chain, launched PVR Icon, India’s first ultra-luxurious, tech-enabled cinema, at Phoenix Mall in Lower Parel, Mumbai, recently. Crafted with utmost precision, it has reopened as an epitome of innovative excellence, redefining the concept of premium movie-viewing experience in the country.
In addition to the launch of the rebranded luxury digital format, PVR Luxe and Imax Kotak, PVR, continuing its tradition of regaling patrons with unique offerings, is redefining its hospitality services by introducing a food menu curated by celebrity chefs.
Reinforcing the brand’s focus on entertainment for all, the new flagship property comes with advanced assistive equipment for patrons with complete immobility. This also marks the launch of the first PVR Icon in South Mumbai.
Ajay Bijli, managing director and chairman, PVR Ltd, said, “It is a proud moment for us to introduce the truly modern and enigmatic cinema format in India. Entertainment is an experience and it can only be enchanting when it is intriguing, innovative and inclusive.”
“This property is created to redefine luxury. A team of internationally-acclaimed professionals offered their expertise to create India’s first next-gen multiplex. I would like to congratulate the team, our partners and patrons for their trust, which motivates us to keep setting new benchmarks of excellence,” he added.
Committed to bringing world-class cinema viewing experience to India, PVR presents a future-oriented concept, powered by advanced technological solutions and tied to the ethos of ultimate luxury.
Aiming to appeal to the new generation of cinegoers, the property is designed intricately, detailing every corner with style and comfort. Matching opulence with innovation, the re-envisioned PVR Icon is built on a new platform with striking features to ensure a memorable cinematic experience.
Gautam Dutta, chief executive officer, PVR Cinemas, said, “The Phoenix property holds immense significance for us and we have ensured that nothing but the best goes into it. Committed to redefining cinematic experience, our strategy is to introduce a futuristic concept, designed with a global outlook.”
“This is the most advanced, premium and luxurious multiplex in the country and we are confident that our audience will love the experience. In addition to theatrical excellence, we have associated with creative leaders for architectural distinction, and have invested in our food and hospitality offerings to ensure the experience is truly holistic,” he added.
Speaking to FnB News, Rahul Singh, chief operating officer, stated, “The company has also launched its first ever PVR Luxe by rebranding and renaming what was previously called PVR Gold. It aims to do the same with the other PVR Gold screens in the next two years, starting with Kurla and Versova in Mumbai.”
“The company also has plans to expand its PVR Icon chain in more cities, including Delhi and Bengaluru in the coming years. It is the first PVR which has come up with all types of food, including street food,” he added.
Architectural excellence: Following the futuristic theme, internationally-acclaimed architects have offered their vision in the modern interpretation of Art Deco design to create innovative, intuitive and engaging spaces. The integration of modern styles with fine craftsmanship and premium resources induces an effect of grandeur. The Imax lounge is handcrafted with exquisite features in blue and silver, in line with the Imax colours.
Gourmet menu: With an elaborate, specially curated global gourmet, the new PVR Icon has focussed on gastronomic innovation to redefine luxury. A delectable range of cuisines, created by celebrity chef Sarah Todd, is sure to leave an extraordinary culinary impression. Also enhancing the experience of big-screen entertainment, the property offers a special menu by chef Yutaka Saito, that serves authentic Japanese cuisine with a modern twist.
Furthermore, master mixologist Yangdup Lama has created a range of mocktails, in addition to the introduction of four new food and beverage concepts – Blends, Local, Wok and Grill, and Oven Fresh.
Accessible cinemas: Committed to promoting a culture of inclusive entertainment for all, PVR Cinemas mark the launch of the second phase of the Accessible Cinemas Programme. Expanding its audience base, the brand extends its offerings to address complete immobility in addition to visual and hearing impairment. Advanced assistive equipment have been introduced to ensure that differently-abled patrons are able to experience theatrical excellence without anyone encroaching upon their personal space.
New-age hospitality services: The integration of technological innovation and human excellence is sure to provide a differentiated experience through augmented consumer convenience, increased safety and accessibility and digital cinema environment. Redefining premium, ultra-luxurious experience, the new PVR Icon has professionals for customer engagement ensuring hospitality offerings of the highest accord.
With this opening, PVR stands at a total screen count of 771 screens at 165 properties in 67 cities.
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