PVR Ltd, one of India’s leading multiplex chains, has unveiled an ambitious growth roadmap for FY26 with plans to add nearly 100 new cinema screens across the country. This expansion is not just about increasing capacity, it reflects a strategic shift toward deep-market penetration, with a strong emphasis on tier-III cities, where the company sees growing enthusiasm for organised entertainment.
The move comes at a time when consumer behaviour in smaller towns is rapidly evolving. Tier-III markets today are witnessing a noticeable rise in disposable income, improved connectivity, and exposure to diverse content through OTT platforms. As a result, audiences in these regions are seeking high-quality, modern cinematic experiences, and PVR aims to fill this gap with thoughtfully designed theatres.
A key highlight of PVR’s strategy is its commitment to affordable ticket pricing tailored for these emerging markets. By offering accessible pricing without compromising on ambience, sound, or screen quality, the company aims to introduce the multiplex culture to consumers who may have previously relied on single-screen theatres or limited entertainment options. The approach is expected to increase foot traffic, deepen brand loyalty, and encourage family-oriented viewership.
In addition to price recalibration, PVR plans to extend curated experiences such as improved seating, enhanced concessions, and streamlined digital ticketing, ensuring that smaller towns receive the same level of sophistication found in metropolitan cinemas.
Industry experts believe this expansion could reshape India’s multiplex ecosystem. As PVR charts its growth in less saturated regions, rival exhibitors may intensify their presence, leading to healthier competition and better movie-going choices for audiences. For filmmakers, this could open a larger box-office base, especially for regional and mid-budget films that resonate strongly beyond metros.
By focusing on under-served cities, PVR is positioning itself at the heart of India’s next phase of entertainment growth, one where quality, access, and affordability converge to create a more inclusive cinema landscape.
