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PVR heads for smaller towns

Madhur Tankha

DAZZLING: PVR Talkies

NEW DELHI: PVR Limited on Tuesday announced the launch of PVR Talkies in Tier-II and Tier-III cities across the country.

At a press conference here, PVR Limited Chairman and Managing Director Ajay Bijli said two new projects would be launched in Latur and Aurangabad next week as part of PVR Talkies. "As we intend to enhance the movie watching experience in smaller towns across the country, we have launched PVR Talkies. It will be no-frills cinema. In 1997, we launched our first multiplex at Saket. As the real estate prices in smaller towns are less compared to big cities, we will provide entertaining films at affordable prices. But there will be no compromise on quality, the viewing experience and sound."

The tickets will range between Rs.40 and Rs.60. In Aurangabad, PVR Talkies will have three screens and 1,151 seats while in Latur it will have three screens and 1,148 seats. Both the multiplexes will have integrated security devices and systems, facilities for physically challenged persons, centrally air-conditioned, reclining seats and Dolby Digital Sound System. The design philosophy will be based on functionality, youthfulness and vibrancy in comfortable surroundings not compromising on industry standards.

According to the PVR Talkies CEO, Ashish Shukla, the challenge was to keep the prices in terms of price of tickets affordable without compromising on quality.

"It meant a lot of research and development and re-modelling of specifications. PVR Talkies plans to spread in 13 States with a target of over 70 cities. The investment outlay is envisaged to be in excess of Rs. 200 crore over the next three years. The wider reach and footprint of PVR Cinemas and PVR Talkies will give a boost to the film industry at large. It will make our distribution division a great value proposition for the industry.''

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