India's biggest cinema operator banks on "Barbenheimer" after Bollywood flops

PVR INOX

21/07/2023 08:51

By Dhwani Pandya
       MUMBAI, July 21 (Reuters) - India's biggest cinema
operator PVR Inox  PVRL.NS  is banking on Hollywood's
"Oppenheimer", "Barbie" and unlimited popcorn to pack theatres
after a string of Bollywood flops kept away those patrons who
still favour going to the movies over streaming services.
    Hoping to cash in on the global "Barbenheimer" craze, PVR
Inox set up countdown timers for the first time at several
locations and started screening "Oppenheimer" at midnight on
Friday, the day of its U.S. release date.
    It also cut snack prices - which movie goers have often
complained about for costing more than the ticket - and is
offering unlimited popcorn refills on weekends.
     For the opening weekend, some theatres will also run an
"Oppenheimer" movie marathon, with back-to-back shows over a 24
hour period. Combined advance sales for both movies for Friday
to Sunday was 900,000 tickets, the highest for any film outside
the Marvel or "Avatar" series, said company co-CEO Gautam Dutta.
    "There is a tremendous amount of hype ... The combined
revenue from 'Oppenheimer' and 'Barbie' is likely to make a
notable proportion for the current quarter," Dutta added.
    With 1,702 screens, PVR Inox is India's largest cinema
operator. Like their global peers, Indian cinemas are struggling
to attract crowds due to the popularity of streaming platforms
such as Netflix, and a series of flops from Bollywood, the Hindi
film industry, hasn't helped.
    A PVR Inox staff member in Mumbai said several "Oppenheimer"
shows - including the midnight and 7 a.m. screenings on Friday -
were fully booked.
    India's online movie ticket booking service BookMyShow said
this week 8% those who bought "Oppenheimer" tickets also booked
to watch "Barbie", many on the same day. More than 354,000
tickets for the two films had been sold by July 15, it added.

 (Reporting by Dhwani Pandya; Editing by Aditya Kalra and Miral
Fahmy)
 ((dhwani.p@thomsonreuters.com;))