The owner and operator of largest multiplex circuit, and a visionary of the Indian cinema exhibition industry, PVR Ltd announced the revival of its alternate content exhibition vertical – PVR LIVE as ‘PVR LIVE 2.0’. It is the new season of showcasing alternate content. PVR LIVE 2.0 acts as a voice for the emerging trends for indie & event cinema and assures a healthy supply of non-studio content, adding to the recorded broadcasts. It will program and host a series of high-profile cinema events setting high standards of alternate content for the patrons by offering a world away from traditional cinema model.
PVR LIVE (Entertainment Beyond Movies) successfully pioneered the step to bring global alternate content to India in 2014, to keep the movie-lovers hooked with an interesting onscreen showcase of Museum Exhibitions, Concert Films, Musicals, Ballets, Theatre/ Broadway plays and such. The first season of ‘PVR LIVE’ was quite dynamic & thrilling which included the screenings of Queen, Cinderella & Swan Lake though attracted a niche audience, created considerable word-of-mouth regarding such international content being made available to our discerning viewers. The Stand-up acts AIB & Pretentious Nights were sold out in a couple of days & the reason for the same was evident in the audience hysteria at these shows. Furthermore ‘One Direction – Where We Are – The Concert Film,’ was a blockbuster with approximately 8000 admits at PVR cinemas (2 shows across multiple locations).
PVR Live 2.0 kicked-off with the screenings of PANCHAM UNMIXED – a tribute documentary directed by Brahmanand S Siingh honoring the renowned composer R.D. Burman. PVR Live 2.0 recognizes how audiences have a broad spectrum of tastes along with considerable individual variations. The importance of generating unique events with added value for the audience in terms of regular cinema screenings forms the basis of this pioneering initiative by PVR. PVR Live 2.0 offers emotionally or intellectually engaging content providing a unique shared experience of something that they would not otherwise have access to, such as the one-night special screenings, or world-renowned productions and exhibitions.
Dharmesh Datta, Business Head – Alternate Content, PVR Limited said, “Though mainstream studio content is still the rage; alternate indie content is fast emerging as a compelling option. PVR LIVE caters to this growing demand by making non studio-driven content available for consumption to the discerning patrons. PVR Live will endeavor to showcase unique content-pipeline, which has something for everyone. We feature a variety of alternate events in order to give our guests options.”