PVR Cinemas ties up with Scrabble to digitise 162 screens

PVR Cinemas will have all its 162 screens equipped with Mumbai-based digital movie projection enabler Scrabble Entertainment's 2K systems by the end of this fiscal, an official said today.

"The value, flexibility and quality that 2K digital provides is far beyond the differential cost difference when compared to any other digital platform in the country. The stellar image on screen substantially improves the overall viewing experience of the consumer," PVR Cinemas Group President & CEO Pramod Arora said. "At PVR we have taken a conscious decision to always go with the best available technology."

The company, which operates one of the largest cinema chains in India, has already converted 89 screens to digital. The remaining 73 screens will be converted within the next fortnight at an investment of Rs 21 crore, Arora said. He said all future PVR properties will be 2K systems-compliant.

The size of the entire partnership for digital conversion until December 2012 will be about Rs 66 crore. "It is extremely encouraging to see the entire foot-print of a leading theatre chain go digital. Being one of the biggest & best theater chains in India, this partnership is a major step for India going completely digital by 2014," Scrabble Entertainment CEO Ranjit Thakur said.

Earlier this year, UFO Moviez Ltd, India's biggest satellite-based digital cinema player, acquired majority stake in Scrabble Entertainment.