Chennai’s Movie Experience Gets Better: PVR ICON Equipped With World-Class Tech Launched At Anna Nagar 

PVR Cinemas, the largest film exhibitor in India, announced the opening of its opulent sub-brand PVR ICON at VR Chennai in Anna Nagar.

The 10-screen PVR ICON is said to have been launched with the aim to provide world-class movie-going experience for the audiences in Chennai.

With the launch, PVR has become the largest multiplex network with 725 screens at 155 properties in 60 cities all over the country.

Housing 10 state-of-the-art auditoriums, PVR ICON offers a total seating capacity of 2,590. The cinema features cutting-edge technology by bringing PVR's homegrown large screen format, P[XL] equipped with RGB Laser projection system and the immersive sound technology of Dolby ATMOS surround sound.

The remaining nine auditoriums of PVR ICON will offer 4K projection system along with NextGen 3D experience and ultimate sound technology.

"The new PVR ICON  is spread over 80,633 sq ft and finished in classic art deco. Lobby spaces with intricate marble flooring, mirrored ceilings, enamelled lighting, and antique gold accents are just a few of the highlights of the design," said Sanjeev Bijli, Joint Managing Director, PVR Ltd in a press release.

Services like free WiFi, portable chargers, pillows, WhatsApp, etc. will also be offered in screens, added the company.

PVR, which had acquired city's famous SPI Cinemas in August 2018, is expecting a revenue of Rs 500 crore by the end of the financial year 2019-20.

Under the ICON for the first time, PVR will incorporate popular amenities and F&B favourites from recently acquired, SPI Cinemas. The F&B line up will include SPI's signature popcorn, cold coffee, flaky puffs, and donuts along with other gourmet delicacies.

SPI Cinemas operated 76 screens across 17 properties in 10 cities under several brands such as Sathyam, Escape, Palazzo, The Cinema and S2 Cinema. It reported a revenue of Rs 309.6 crore in FY 2017-18.

PVR is also exploring setting up theatres abroad as it sees few opportunities in India after it acquired SPI Cinemas Pvt Ltd last month. PVR is planning to build new screens in India to take its total to 1,000 by the end of 2020.