By Vineet Kumar 
PVR Inox Aims for 2,000 Screens by 2026, Targets Tier-II and Tier-III Cities
India’s largest film exhibitor, PVR Inox, is setting the stage for major growth, aiming to hit 2,000 screens by 2026. The expansion plans focus heavily on Tier-II and Tier-III cities in the southern market, an area that has shown immense promise for regional cinema.
Currently, as of Q3FY25, PVR Inox operates 1,747 screens across 356 cinemas in 111 cities in India and Sri Lanka. The company estimates that adding 100-120 screens requires a hefty capital investment of â‚ą400 crore.
Tapping Into the Southern Market’s Potential
“The southern market has been a goldmine for us,” said Sanjeev Bijli, Executive Director of PVR Inox, during a recent interview. He pointed to the impressive performance of Tamil and Telugu films, which led October’s box office collections, as a strong indicator of the region’s potential. With blockbusters like Pushpa 2: The Rule slated for December and an uptick in movie releases during the Pongal festivities, the timing couldn’t be better.
The southern market already accounts for 40% of PVR Inox’s revenue and boasts the highest screen penetration with 33% of the company’s total screens. The northern and western regions follow with 26% and 21%, respectively.
“We’re especially excited about projects in cities like Hyderabad, Chennai, and Kochi,” Bijli shared. “There’s so much untapped demand in smaller cities, and with the steady stream of regional films, the opportunities are immense.”
Embracing Technology with AI-Powered Movie Jockey
PVR Inox is also redefining how audiences book tickets by introducing Movie Jockey (MJ)—an AI-powered chatbot on WhatsApp. Collaborating with Meta, Razorpay, and Jio Haptik, MJ will allow customers to discover and book movies 24/7 in multiple languages.
“Not everyone wants to download another app, but nearly everyone uses WhatsApp,” Bijli explained. “By bringing ticketing to a platform people already love, we’re making it easier and more convenient than ever.” With 70% of ticket sales already happening online, Bijli expects MJ to push that number even higher.
Beyond Movies: A Food Venture in Kota
PVR Inox is venturing beyond cinema with the launch of its first food court, Treat Junction, in December. Located in Kota, Rajasthan, this project is a partnership with Devyani International, the franchise operator for brands like KFC and Pizza Hut.
“Our food and beverage business is already generating â‚ą2,000 crore annually and growing,” said Bijli. “Adding food courts allows us to diversify and create an entirely new revenue stream.”
Staying Focused on the Indian Market
While many companies might be tempted to explore international ventures, PVR Inox is staying firmly rooted in India for now. “The Indian market has so much untapped potential. For the time being, that’s where our focus lies,” Bijli noted.
As PVR Inox continues to expand its footprint, refine its cost structure, and innovate with technology, it’s clear the company is committed to enhancing the cinema experience for audiences across the country. From blockbuster southern hits to AI-powered convenience, the future looks bright for moviegoers and PVR Inox alike.