The initial eight to 12 weeks of business will be tough for PVR Cinemas Ltd. as it reopens doors, starting Oct. 15, after being closed for over six months amid the coronavirus pandemic.
The multiplex chain, with the largest number of screens in India, expects the first month after reopening will be dedicated to bringing back viewers despite the fear of public places, Gautam Dutta, chief executive officer, told BloombergQuint. “We have to create our consumers as evangelists who will not only come and watch this cinema but also go out and talk about what they have seen and experienced.”
Here are the key highlights of PVR’s strategy:
- Based on state government permissions, PVR will reopen 400-odd screens of the total 845 it controls. Of these, 60-70% will be reopened on Oct. 15 while the remaining will be opened up in two more phases by Nov. 15.
- PVR has kept two teams on standby in every…