Scheduled for July 12-13, the initiative comes through a partnership with the All-England Lawn Tennis Club and promises fans a stadium-like atmosphere - but with the comfort of a movie theatre, as reported by The Indian Express on July 9, 2025.

This move follows a growing global trend known as "experiential cinema," where people pay to watch live events like concerts and sports on the big screen.

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A 2023 study in the Journal of Media Economics reported a 15% rise in attendance for such screenings. With live sports viewership on the rise, especially among urban audiences in India, this initiative comes at just the right time.

Interestingly, the decision to skip cities like Hyderabad and Chennai, despite PVR INOX having a strong presence there, reflects broader market dynamics.

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Factors such as local interest in tennis, regional viewing habits, and willingness to pay for such experiences likely influenced the choice of locations.

It also highlights how access to innovative entertainment formats remains uneven across the country.

If the response is positive, this could open the door to similar cinema screenings for other high-profile events - including cricket World Cup matches, major football games, or even esports tournaments.

In the future, theatres may evolve into community hubs for watching global live events together, not just new film releases.