PVR introduces 'P[XL]'-sub-brand on home-grown 'big screen' format

Multiplex chain PVR Cinemas on Tuesday unveiled their new sub-brand, P[XL] - PVR's home grown big movie screen format known as Premium Extra Large at Mani Square, Kolkata, in an industry-first move.

P[XL] auditoriums are equipped with extra-large wall - to - wall screen, state of the art DOLBY ATMOS moving sound technology and Dual 4K projection system with customized 3D glasses to bring alive every little detail of the movie. Every element in a P [XL] theatre is designed to create an impact with immersive 3D experience, crystal clear sound and unparalleled brightness and picture quality.

Another notable feature about the P [XL] auditorium is the four different types of seating available in one auditorium. It comprises of recliners, loungers, sofa seats and mainstream seating with extra leg room, delivering a truly comfortable movie experience.

"P[XL] reiterates our promise of keeping the innovation alive in our offerings to the cinemas. It will bring a fresh change in cinema viewing and we are confident that the patrons will appreciate this brand new format. In addition, we also plan to gradually expand the sub-brand in other urban agglomerates before the festive season this year," said Ajay Bijli, Chairman and Managing Director, PVR Limited.

"Having witnessed the stupendous growth of Indian cinema, PVR has always gone an extra mile to provide the best to its patrons. P[XL]is a result of our strong R&D over the years and mapping different logistics that we have come up with this unparalleled screen format. We are certain that the patrons here in Kolkata and later in other markets will enjoy this new format and recognize our efforts," added Gautam Dutta, CEO, PVR Ltd.

Post the Kolkata opening, PVR plans to install P[XL] screens in other urban metros of the country: Mumbai and Bengaluru, with an upgraded technology of RGB laser projection system being introduced in India for the first time. Laser projectors offer superior image quality with a remarkable brightness level, increased contrast ratio and vivid colors for a radically improved (3D) movie experience.