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Chennai: Following the Ministry of Home Affairs (MHA) directives to states and UTs to impose or relax restrictions on assessment of the situation at ground level, the Government of Tamil Nadu recently gave multiplexes and theatres to reopen in the territory with 50% Seating Capacity.
Following the state government order, PVR Cinemas, India’s largest and the most premium film exhibitor with a portfolio of 83 screens in 13 properties operating in Chennai, Vellore, Coimbatore reopens with 100% vaccinated on-ground staff on August 26. To encourage and thank people who got vaccinated during the nationwide vaccination drive, PVR introduces a ‘JAB Offer’ in the first two weeks of reopening where vaccinated moviegoers will get a free popcorn on the purchase of another Popcorn tub during the two weeks of its reopening. In the 2nd Phase, PVR plans to give its PVR Privilege Customers the chance to earn 2X points for both Tickets and Food Spends, further extending the benefit to its loyal customers. Standard Operating Procedures (SOPs) as laid down by the Ministry of Information & Broadcasting will be strictly adhered to as part of normal safety and hygiene standards.
PVR would be welcoming the patrons to the cinemas with new content in the first week of reopening. These include Hollywood content such as The Conjuring: The Devil made me do It, Hitman's Wife's Bodyguard, Nobody, Promising Young Woman and Bollywood’s Bell Bottom that had a national release on August 19 in other states where cinemas had permissions to reopen. In addition, there is a huge pipeline of other Hollywood, Regional and Bollywood content in the weeks to come. The popular concept, ‘PVR Private Screening’ will offer single group booking as entertainment bubble, personalized service, customized food package and dedicated manager. By booking the entire theatre for a Big Screen entertainment experience, customers can enjoy a movie-going party with family and friends in complete privacy.
On the re-opening, Ajay Bijli, Chairman and Managing Director, PVR Ltd said, “Post the second wave, our key focus has been on ensuring 100% vaccination of our staff for their own well-being as well as patrons. We are excited to
re-open and the slate for this year looks promising. The strategy is to showcase maximum content across screens to meet the pent-up demand. So, with big-ticket Bollywood and Regional films awaiting announcement by producers and internationally released Hollywood Content as cinemas open up post the second wave, we expect the movie going habits to return among patrons. The focus now will be to encourage vaccination alongside introducing our new offerings as we begin to win back the confidence of our audience back to Big Screen entertainment.”
In addition to vaccinated staff, PVR will continue to maintain stringent hygiene protocols, social distancing and food safety measures, along with minimal human contact across all touchpoints. Chequered Audi seating with only 50% occupancy as per state government protocols, social distancing marked queuing, digital contact-less transactions, operating 50% of the restroom facilities, installation of fibre and glass shields are some of the safety initiatives that it follows. Further, the entire premise undergoes an EPA approved complete ULV sanitization process at regular intervals which helps in coating the surface with anti-microbial layers with electrostatic machines. The company extensively motivated its staff to come forward and vaccinate themselves and their dependents by reimbursing the cost of vaccination following the national vaccination drive to ensure they are 100% vaccinated before cinemas re-open.
Speaking on the occasion Mr. Gautam Dutta, CEO, PVR Limited said, “We are pleased to welcome our customers back to the real cinema experience, as we reopen in the state of Tamil Nadu, after this long wait. It is a very heart-warming development for us and ensuring the safety and security of our customers and employees is our foremost responsibility. Opening of Tamil Nadu is specifically significant as part of our Southern India Circuit. All the ground level staff, employees across the state is 100% Vaccinated. PVR has always endeavoured to offer unique experiences and we certainly look forward to welcoming our patrons with fresh content, innovative offers, curated film festivals to enjoy movies exclusively with one’s friends and family.”
In order to minimise human contact, digital transactions have been enabled via e-wallets. To further facilitate paperless movie ticket purchases at the box office, QR codes that can be scanned to enter the cinema will now be sent to customers’ phone. One can also pre-book meals from the dedicated ordering and pickup counters via the PVR app to ensure social distancing. The use of anti-microbial film on most-touched surfaces and hourly disinfection of key touchpoints with hospital-grade virucide, use of UV cabinets to sterilize all food packaging are some of the standard safety protocols that have been adopted.
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