Mumbai, 12th January, 2017: PVR cinemas carry forward the legacy of experiential cinemas and host the India premiere of the most anticipated movie of 2017, ‘xXx: Return of Xander Cage’ in association with Viacom18 Motion Pictures at Phoenix Mills, Lower Parel in Mumbai.
The premiere witnessed theprotagonists of the film, Hollywoodsuperstar Vin Diesel and DeepikaPadukone along with the Directorof the film – DJ Caruso walk the redcarpet and greet their Indian fans atthe venue. The ensemble was welcomedon the red carpet by Mr. Ajay Bijli, Chairmanand Managing Director and Mr. Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd.
Ajay Bijli, Ashutosh and Sunita Gowariker and Sanjeev Bijli
Movie integrations in the cinemas have become an important aspect to make multiplexes more engaging and interactive, where enthusiastic movie lovers have the opportunity to experience the real ambience of the film beyond the silver screen. PVR’s association with Viacom18 Motion Pictures has taken cinema marketing a few notches higher by converting their theatres in Mumbai (PVR Citi Mall), Delhi (PVR Priya) & Bangalore (PVR Market City) into ‘xXx-PVR’ cinemas. The xXx-PVR branded cinemas will also offer exclusive merchandise and engagement platforms for patrons such as selfie spots, gaming zones and curated xXx meal combos, to name a few.
Speaking on the association, Mr. Ajay Bijli, Chairman & MD,PVR Ltd said, “It is an honor to offerour cinemas and be the host for India premiere of xXx: Xander of Cage.We are happy to associate with a franchisethat excites our consumers. PVR cinemas have always gone beyond the set benchmarksof cinema viewing, and constantly endeavored to provide enhanced cine experience. Joining hands with partners like Viacom
Sanjeev Kumar Bijli, DJ Caruso and Ajay Bijli
18 gives patrons an opportunity to connect with their favorite movie franchise even outside the cinema halls.” He further added, “With increasing consumption of English content in the Indian cinema industry, experiential movie marketing brings in a great potential. The studios and production houses are equally fervent in bringing the innovative approach of promoting international content.”
Commenting on this unique collaboration, COO – Viacom18 Motion Pictures, Ajit Andhare said, “xXx: Return of Xander Cage is the most anticipated film of 2017 with Vin Diesel’s return to the franchise combining with Deepika headlining the movie. With India steadily growing as a top priority markets for Hollywood films, and this combination of star power with scale and action we are looking to take this franchise wider to a new level of localization. PVR partnership will provide this reach and an augmented movie-going experience.”
The multiplex chain in the past has done similar tie-ups with international studios and production houses for movie promotions, which are beyond the usual standees and posters at the foyer.
Distributed exclusively in India by Viacom18 Motion Pictures, xXx: Return of Xander Cage released in India before the world on January 14th 2017 in IMAX & IMAX 3D. And nationwide in 2D on January 18th 2017 in theatres near you.
