PVR's plan to add 100 new screens in FY26 highlights a major shift in cinema expansion. For years, multiplex chains focused mainly on metro cities, leaving smaller towns with limited theatre options.
But rising incomes and diverse content have changed the landscape.
The company is now targeting tier III markets with ticket rates in the 150 to 200 rupee range. This approach aims to make moviegoing more affordable and inclusive. These regions have long been underserved yet show strong interest in modern entertainment experiences.
The expansion is not only about building more screens. It is also about improving accessibility for families and regular moviegoers. Affordable pricing can boost steady footfalls and help PVR build long term loyalty in areas where OTT platforms still have limited influence.
Profitability may remain a challenge due to operational costs in smaller towns. But if implemented well,