The Hindu : New Delhi News : Reinventing Indian cinema

Online edition of India's National Newspaper
Monday, Nov 26, 2007
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New Delhi

New Delhi

Reinventing Indian cinema

Redesigning entertainment: Ajay Bijli, Chairman and Managing Director of PVR Limited.

The man behind the changed face of Indian cinema, Ajay Bijli, Chairman and Managing Director of PVR Limited, talks to Madhur Tankha about his famous tie-up with Aamir Khan productions.

He has an insatiable passion for films and continues to celebrate cinema with his own brand of multiplexes. Ajay Bijli intends to cater to the tastes and preferences of every cinema lover across the country, by opening 40 screens in various cities by 2010.

During an informal chat at the launch of his state-of-the-art multiplex at Saket, Ajay -- Chairman and Managing Director PVR Limited -- says he started working on his dream of transforming the entertainment skyline of the country about a decade ago.

“I came out with new strategies to introduce the multiplex culture in the country. Even now, strong brands constantly reinvent themselves to remain current and relevant and that is what makes strong brands go on indefinitely. Today, the realities governing the film exhibition market have changed, creating a fantastic challenge for brands to embrace. It is hence imperative for PVR to keep re-inventing itself, so that it remains relevant to today’s consumer.”

Stating that he wanted to bring a heavy dose of entertainment, Ajay says he formed the first four-screen multiplex PVR Anupam at Saket in 1997 through a joint venture with Village Roadshow. “Priya was refurbished in a big way and two other complexes of our company came up at Naraina and Vikaspuri. Then we came up with state-of-the-art multiplexes in Gurgaon. We opened two screen and three screen multiplexes at Faridabad. Then the run-down landmark of Connaught Place, Plaza, was reincarnated as PVR Plaza, retaining its colonial look.”

Making it clear that he wants to do one thing at a time, Ajay says: “We are entering into partnership with other production houses through our subsidiary, PVR Cinemas, without touching the parent company. We want to have our own revenue and profit in the subsidiary company and are open to the idea of inviting partnerships.”

On the much talked about tie-up with Aamir Khan Productions to produce two Hindi films, Ajay says: “If the script is interesting and producers, directors and music directors are reputed names then we go ahead in producing a film. To make a film successful, we have to ensure that the other party also shares the same passion for cinema like us. We have to be sure that our partner is on the same wavelength as us and has got a good track record.”

Excited about his upcoming film ‘Taare Zameen Par’ in partnership with Bollywood superstar Aamir Khan that revolves around a dyslexic boy, Ajay says one of the main reasons for collaborating with Aamir’s production house was because of the actor’s proven talent in not only acting but also churning out commercially viable films.

“I first bumped into Aamir Khan at the premiere of his super-hit blockbuster ‘Rang De Basanti’ at my cinema hall in Delhi. He is a reputed name in the industry and is looked upon with respect as he has done a great body of cinema.”

While ‘Tare Zameen Par’ will release on December 21, ‘Jaane Tu Ya Jaane Na’ that has also been partnered with Aamir Khan Productions will hit the theatres in 2008.

Revealing that his younger brother Sanjeev Bijli was in-charge of the content of films that were produced by them, Ajay says: “Sanjeev goes through the scripts and narration. In short, he is looking after the production side. As far I am concerned, I watch a film only after it has been released in our theatre. While selecting a Hollywood film or for that matter Bollywood, we make sure about the studio which is backing it.”

Stating that his newly constructed PVR Premiere in Delhi was designed for the discerning movie buffs, Ajay says it has unparalleled legroom, ergonomic design and large foyers. “Keeping in mind the tragic Uphaar fire tragedy, we have made special security arrangements in all our cinema halls. We have not only signed the Delhi Cinematographer Act and Delhi Fire Services Act, but also put in place international safeguards like smoke detector, panic bars and closed-circuit television cameras. We have taken inspiration from the hospitality and airlines industry.”

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