First time in India studio-cinema chain partnership for an exclusive movie-based ident
PVR Ltd, the largest and the most premium film exhibition company in India in a yet another innovation in its movie promotion endeavors, announced that it had entered into an exclusive partnership with Kabir Khan and Reliance Entertainment, the producers of the much awaited ‘83 movie, for a joint digital release of the ’83 @ PVR promo ident to kick start the celebrations along with screening across all PVR cinemas till the release of the film. The movie is scheduled for a theatrical release on 24th December 2021 and is also distributed by PVR Pictures, the motion picture arm of PVR Limited.
‘83 is a biographical sports film based on the Indian Cricket Team that won the 1983 World Cup. In addition to Hindi, its original language, the film also will be releasing along with its dubbed versions in Tamil, Telugu, Malayalam and Kannada. The film stars Ranveer Singh as cricketer Kapil Dev, along with Deepika Padukone, Pankaj Tripathi, Tahir Raj Bhasin, Jiiva, Saqib Saleem, Jatin Sarna, Chirag Patil, Dinker Sharma, Nishant Dahiya, Harrdy Sandhu, Sahil Khattar, Ammy Virk, Adinath Kothare, Dhairya Karwa and R Badree.
Cinema theaters and studios are constantly exploring innovative ways to promote their movies and reignite the passion for the big screen experience among audiences using digital and cinema amplification. PVR being the market leader is at the forefront in this space, partnering with both international and Indian studios to engage movie lovers in exciting new ways.
Commenting on the association, Mr. Gautam Dutta, CEO, PVR Limited, said, “We thank Kabir Khan and Reliance Entertainment for reposing their faith in PVR and partnering with us for developing this promo ident. While it is a common practice in Hollywood, this is the first initiative from an Indian studio to join hands with a cinema chain to develop a joint ident. The film release that has got delayed due to the pandemic is being eagerly awaited by movie lovers to watch it on the big screen for a stadium like environment”.
The cinema exhibition industry has been waiting patiently for the theatrical release of the iconic movie due to the massive appeal among people from all walks of life and across generations. With all the Big Bollywood films getting released from November, the industry is seeing the beginning of recovery and occupancies are increasing at the cinema due to easing of capacity restrictions across states and operating hours. The movie is expected to get its worthy place in the theatrical market and the vast screen portfolio of PVR cinemas across the country benefiting the viewers.