Latest News – Multiplex chain PVR will adding ten 4DX screens to its portfolio over the next 10 months, in an effort to further consolidate its leadership position in the cinema exhibition sector. At 579 screens, the Ajay Bijli-led company is the biggest multiplex chain in the country and will now be focussing on enhancing its portfolio by offering more varied experience options.
4DX refers to a technology which gives cinema goers a multi-sensory experience while watching a film with extra features and environmental effects like wind, mist, bubbles, snow and scent that work in synchronicity with the action on the big screen.
The first two of these 10 additional screens were launched on Friday at Mumbai and Bengaluru (one each). Last month, PVR has announced a deal with IMAX to increase its IMAX screen portfolio by 10 screen over the next two years. This latest expansion of 4DX screens will cost PVR anywhere between Rs 50-55 crore at Rs 5 crore (approx.) per screen.
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