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PVR to have a bigger name in small towns

Our Corporate Bureau  |  New Delhi 

Multiplex cinema operator PVR Ltd, which is poised to enter small towns, will use a different brand name there, which will be PVR with a suffix, to guard against any adverse impact on the mother brand.
Keeping in view the greater price sensitivity of movie-goers outside the big cities, PVR plans to price the tickets of the small town cinemas at Rs 40-50 apiece.
Thus, to be viable, the small-town cinema halls will be much less glossy.
"They will be Big Bazaar mind of no-frills cinemas, maybe without AC (air-conditioning). The quality will be high, but not what it is in the big cities. The experience has to be improved," said PVR Ltd Managing Director Ajjay Bijli at a press conference in New Delhi.

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First Published: Thu, December 08 2005. 00:00 IST