The conventional space of the cinema hall was destined to go through a makeover, sooner or later. Taking the leap of faith, PVR is introducing Event Cinema, a concept that involves live performances and international broadcasts, to give their cinema space a dynamic shot in the arm.

(L-R) Zayn Malik, Niall Horan, Louis Tomlinson, Harry Styles and Liam Payne from the British-Irish boy band, One Direction. Pic/AFP

Dharmesh Datta, vice president — head alternate content, shares, “Internationally, Event Cinema has seen a return of an older, affluent audience, who have evolved beyond the multiplex experience. But India, being a younger market, looks as a promising destination for such concepts. The thrill of live broadcasts and interactive shows means that they are generally regarded as
more popular than recorded events.”