Nature of Service

Priya Village Roadshow (PVR) Cinemas began as a joint venture agreement between Priya Exhibitors Private Limited and Village Roadshow Limited in 1995. PVR Cinemas are the leading cinemas in the country with an emphasis on design, technology and service. PVR specializes in developing and operating state-of-the-art Multiplexes. PVR has established itself as a very strong brand associated with movies, quality exhibition and youth targeted promotions. PVR Cinemas introduced the multiplex concept in India, and brought in a whole new paradigm shift to the cinema viewing experience: high class seating, state-of-the-art screens and audio-visual systems.

Market Positioning
As of April 2010, PVR has a total of 142 screens in 33 multiplexes across India. PVR commands a significant presence in New Delhi and NCR with 37 screens in 13 multiplexes. PVR also has a strong presence in Chennai, Lucknow, Indore, Hyderabad, and Bangalore. PVR had, and still has a very well planned market position. Its premium positioning affects the customers perceptual positioning. PVR comes across as a superior brand in terms of cinema viewing as well as the experience since some of the other movie theatres (which are not multiplexes) are still offering movies at rates as low as Rs. 35. Its positioning is evident in its mission statement also which says A commitment to deliver the best quality cinema viewing everywhere, every time.

Service Delivery System

Apart from the usual at the cinemas booking, PVR provides the option of booking the tickets at their kiosks, online on the internet and more recently over the mobile phone. PVR Cinemas were the first to provide customers the ability to choose their seats via a visual representation of the seats arrangement and availability. PVR Cinemas revolutionized in serving food and beverages inside the cinema hall.