India vs Pakistan clash delivers a hit for PVR Inox cinemas

PVR Inox screens India versus Pakistan ICC Champions Trophy match on the big screen.

The India versus Pakistan clash not only kept the television and streaming audience entertained, it also brought cheer to the cinema going consumers who watched the match in PVR Inox theatres. The multiplex chain has partnered with JioStar, the official broadcast and streaming partner of ICC Champions Trophy.

The partnership which began with the screening of the India-Pakistan match on February 23 will also bring to cinemas other key India matches including the upcoming match with New Zealand.

The debut ICC Champions match on the big screen saw high traction with packed shows.

"The highly anticipated India vs. Pakistan clash drew an enthusiastic response across cinemas with several theatres across the country recording 60-70 percent occupancy rates and packed auditoriums, Gautam Dutta, CEO-Revenue & Operations, PVR Inox, told Moneycontrol.

The game drew highest attention in Chandigarh and Rourkela

"The match was screened across 145 PVR Inox shows in 56 cities. Among the top-performing locations, Chandigarh Elante recorded 100 percent occupancy, followed by Rourkela Pluton Mall at 97 percent and Thane at 92 percent, Dutta highlighted.

He added that the atmosphere inside the cinemas was nothing short of electrifying.

"From the first ball to the final over, audiences were fully immersed in the action, reacting to every twist and turn with unfiltered passion. The sheer joy of experiencing the game on the big screen, surrounded by fellow cricket lovers, created an unmatched sense of camaraderie. Many of our cinemas recorded near-full houses, with people coming in groups, wearing team jerseys, and engaging in stadium-like chants."

PVR has, in the past,  screened sports content which drew large crowds in cinemas like the ICC Men’s World Cup 2023, for which it registered an average occupancy of over 70 percent and average ticket price of Rs 580. Important games, like India versus Pakistan and the India-New Zealand semi-final and the final match were all sold out.

"India versus Pakistan has always seen high occupancy rates in the past given how big of a cultural phenomenon it is in India among all. Right from the ICC T20 World Cup in 2021 between India and Pakistan, the T20 World Cup in 2022 to the ICC Men's World Cup 2023, these matches have always been sold out with all the cricket fans coming together to enjoy these legendary matches together on the big screens," Dutta said.

The company's Co-Chief Executive Officer (CEO) also said during the September quarter earnings, that they will fine-tune their alternate content strategy by April 2025.

However, alternate content is estimated to contribute only one percent to the company's overall revenue.

"Alternate content, including live sports screenings, has been gaining traction as an exciting offering for our audiences. While films remain our primary driver, events like the India vs. Pakistan match have shown strong potential, drawing thousands of fans to our cinemas. As demand for such experiences grows, we see alternate content playing a bigger role in our programming mix," Dutta said.

He added that for the upcoming India versus New Zealand match on March 2, the initial response is encouraging. "Cricket fans are showing keen interest, and with the excitement building, we expect another enthusiastic turnout," Dutta added.

Along with sports, the company is going big on releasing old films in theatres again. "There have been about 80-odd re-released films in the first half of FY25 and this number will be upwards of 140-150 by the time the year ends," he had said during the earnings call.

The bigger bet on alternate content comes at a time when new releases, especially Hindi films, have been disappointing at the box office.

While Bollywood's latest release Chhaava is keeping the cash registers ringing with more than Rs 334 crore in 10 days at the India  box office, 2025 started on a dull note for exhibitors with star-led films like Akshay Kumar's Sky Force and Kangana Ranaut's Emergency failing to impress audiences. Bollywood's share in the India box office dropped - to 28 percent last month from 38 percent in November, 2024 when big films including Diwali releases like Bhool Bhulaiyaa 3 and Singham Again recorded a strong performance at the box office.

Last year Bollywood's lackluster performance kept exhibitors under pressure with PVR Inox reporting losses in Q4 FY24 and the first two quarter of FY25.

The Hindi box office, excluding the dubbed versions of South Indian films, recorded a 37 percent year-on-year decline at Rs 3,215 crore.