PVR Inox seeks to serve alcohol in premium theatres

Multiplex chain PVR Inox is reportedly seeking licences to serve alcohol at select premium properties in markets like Gurugram and Bengaluru, in a bid to counter falling footfalls.

With the growing popularity of OTT platforms, traditional movie theatres have witnessed a significant drop in attendance. In this competitive landscape, cinema chains are exploring new ways to enhance the theatrical experience and boost revenue. PVR Inox’s latest strategy involves offering alcoholic beverages to patrons in high-end formats such as Director’s Cut.

While the movie is unlikely to be extended to patrons, they will have the option to enjoy drinks in the lounge areas before or after the movie. The move is aimed at enriching the luxury movie-going experience while also increasing revenue.

However, the decision has sparked debate. Critics argue that introducing alcohol in theatres could compromise safety, comfort, and the sanctity of the shared cinematic experience. India’s drinking culture differs significantly from that of the West, and there are concerns that the policy may alienate families and solo female moviegoers. Even with ID checks and strict monitoring, preventing disruptive behaviour may remain a challenge. Others believe this could further accentuate class divide in an already stratified entertainment landscape.